Brands want advertising that looks and feels like actual editorial content, and publishers are uniquely positioned to help. But how do they do that without selling out? 

Increasingly, by creating stand-alone units. Onion has its Onion Labs, a serious branded content team that creates Onion-like parodies for brands. And The Huffington Post recently launched its HuffPost Partner Studio, an in-house creative agency for brands to produce sponsored content tailored to the HuffPost audience and environment.

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