About.com’s native ad formula: data-driven explainers

by Ricardo Bilton
About.com is plowing deeper into native ads with the proposition it can marry its hallmark explainer-style articles with search-like intent data. The company, known for search-friendly fare such as “10 Ways to Sleep Better” and “Top 10 Reasons Why You Didn’t Get the Job,” this week launched Idea Studios, a four-person native ad unit that will create how-to and explainer articles for brands.Read the full article