BuzzFeed shifts towards banner ads and away from native content
Buzzfeed has changed its digital advertising policy and is introducing banner adverts to its homepage and above stories on the site and mobile app. This represents a shift away from its reliance on promoted posts and came despite banner ads being more vulnerable to ad blocking software. Buzzfeed CEO Jonah Peretti said the quality of programmatic ads has increased and loading times are shorter, and the move would help monetise global audiences. Buzzfeed reached more than 75 million unique users as of July and is expected to go public with an IPO next year.

Since 2013, BuzzFeed has sidestepped the much-maligned banner ad in favour of native content however, the company is now bringing the format back onto the site to more effectively monetise audiences.

Buzzfeed native ads

Business Insider reports that banner ads will now run atop the story and home pages online and in the dedicated app. These will be served up globally through the Google DoubleClick Ad Exchange and Facebook Audience Network.