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Of late, online publishers have been looking for ways and means to boost their advertising revenue without upsetting their readers. A large number of publishers, including The New York Times, have been discussing a new effort, native advertising, wherein sponsors-commissioned stories are made to resemble editorial content.

There is a new technology that publishers, particularly outside the United States, are attracted to. The technology has the power to turn any visual element on a web page, which includes videos and editorial photographs, into advertisements.

The technology has been developed by Kiosked, a Finnish start-up, and works as per the wishes of publishers to earn revenue from video and photo contents on their websites. Publishers can put a snippet of Kiosked code on the web pages and whenever the page is visited by a reader, a split-second scan of the written material accompanying the photo on the page is done by Kiosked. Then, one or more relevant products or services are selected and presented to the reader to buy online, placed on top of the products on a strip featuring above the photo.

According to Kiosked, the technology, which was released last fall, is being used by some big publishers, such as The Telegraph, the British newspaper, IDG, the publisher of web sites and technology magazines, and plenty of technology, sports and fashion publications around the Europe, including T3 and Rugby Week.

Micke Paqvalen

, the founder and chief executive Kiosked, stated in a telephonic interview said that the technology developed by company engages consumers in content without envisaging like intrusive, pushy advertisements.

He said, “We want to be viewed as a service, not as an advertisement. We are always looking at it from a consumer point of view, and consumers are extremely conscious. They will respond if it becomes over-commercialized.”

The main question with native advertising is sometimes readers fail to realise whether they are seeing an advertisement. However,


makes it easier for readers to identify the advertisement by letting the advertisements and editorial content emerge side by side.

Providing links to the visual content rests entirely with the publishers and they are the ones responsible to use the images compatible with the content and commerce.

Kiosked has certainly given publishers lots of things to experiment with and give native advertisements a new meaning.

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