MarTech Advisor | October 9, 2019 - Sponsored content on the open web has long been the exclusive domain of the world’s largest brands—Fortune 500 players with budgets and content capabilities worthy of the hands-on attention of today’s top publishers. The resulting bespoke programs have garnered industry accolades for not only their relevant, engaging content integrations, but also for the impressive buzz they generate.
Meanwhile, mid-sized brand marketers have been relegated to envying, rather than emulating, the results of these efforts on the open web. Beyond their investments in closed environments like Facebook and Google, their modest budgets have limited dissemination of content to “native” content recommendation widgets, but that’s about the extent of it—until now.
Continued marketplace shifts are opening up impactful sponsored content opportunities for mid-sized brands across the web, and that’s a trend we’re going to see accelerate in the coming years. Let’s take a look at the forces behind this evolving opportunity.
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