The Washington Post’s New “Sponsored Views” Offering is Actually Pretty Smart

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By: Mathew Ingram | paidContent

There was a predictable amount of gasping and hand-waving about the Washington Post‘s launch on Wednesday of what it calls Sponsored Views, a feature that offers advertisers the ability to post ads next to specific editorial content that is about the same topic. Like most of the other experiments involving “native” advertising or “sponsored content,” it seems to have triggered some of the usual journalistic concerns about how native ads cross some kind of ethical barrier — but in many ways, what the Post is doing makes a certain amount of sense.

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