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At its Digital Content NewFronts presentation Thursday, DigitasLBi announced a production partnership with Vice and unveiled a deal with Vox Media that gives it first rights to Vox's native advertising product Chorus for Advertisers.
Details about the alliance with Vice were scant, but the idea is to bring more Vice-style branded content to DigitasLBi clients like Taco Bell, American Express and eBay. Vice chief Shane Smith, speaking at the event at the High Line Hotel in New York, described the initiative as "one step ahead of the native advertising."