Advertisers and publishers have many names for this new form of marketing -- branded content, sponsored content and native advertising, to name few. Regardless of the name, the strategy used by the advertisers to sponsor the article which looks like the traditional editorial content has become increasingly common as publishers try to create additional revenue sources.   

Fathoming the exact revenue the publishers make out sponsored articles is difficult since the content is defined and sold in many ways. Well-known online publications like The Huffington Post, Forbes, The Atlantic, The Washington Post, BuzzFeed and Business Insider all use some form of branded content.

The Huffington Post has struck partnerships with brands like Johnson & Johnson and Cisco Systems to sponsor content on women and children or on the impact of technology. The article featuring on the website is amalgamation of the content written by the brand and the content written by Huffington Post’s editorial staff.   

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