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Publishers often have a love-hate relationship with their comment sections: They are a signal of reader loyalty, but they can also devolve into toxic cesspools if left unmoderated, creating an expensive proposition that can take a psychic toll on those tasked with moderation.
However, a number of enterprising publishers like Salon, Refinery29 and PCMag have found an elegant solution by employing third-party commenting software that handles the moderation in exchange for running ads next to the discussion.