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It was only a matter of time before marketers started squeezing native ads into every nook of a publisher's site, and now Condé Nast, The Wall Street Journal, CNN and Fox News can sell promos that pop up in story comments.
Today, Livefyre—a tech company that powers online discussions—is unveiling sponsored comments for big-name media brands like the ones mentioned above. While the idea of in-feed ads isn't new (competitor Disqus launched similar promos last year), Livefyre's ads are sold directly by publishers, opening up a potentially interesting revenue stream for them.