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Forbes, Martini Media Partner For Branded Content Ads

  • Adweek, Tuesday, October 23, 2012 5:09 PM

In an "unconventional" twist on the branded editorial content model, Forbes and Martini Media signed a deal in which  the pub's staff-written articles will be integrated into digital ads appearing "outside of the Forbes ecosystem," writes Charlie Warzel. "For example, one launch client, Emirates Airlines, will include in its ad travel and thought leader-related articles from Forbes that are aimed at high-income executives." The ads will include a link back to the original article, but will also "run as IAB Rising Star portrait units across Forbes' and Martini's publishing networks, which includes such sites as Salon, LexisNexis and Kayak," according to Warzel.

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