Publishers take advantage of branded content on Facebook Instant Articles

The Washington Post and The Atlantic have both begun using Facebook Instant Articles as an outlet for branded content after the addition of tools allowing editors to "visually distinguish branded content from editorial content". The Atlantic, which says its audience is "engaging really deeply" with the native content posted on Instant Articles, expects native advertising to bring in 70% of its ad revenues in 2016, a rise of 10% on last year. The New York Times' own branded content arm, T Brand Studio, is expected to make $50m this year, up from £35m in 2014.

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