Mashable introduced its new "Social Lift" native ad format at the South by Southwest Interactive Festival. The format allows brands to post social updates that will act like posts on Mashable's site, says CEO Pete Cashmore. "We're doing this because we see brands are already creating a lot of compelling content that they want to share on social networks," Cashmore says. The format has already been integrated with Twitter's Vine six-second video units, with Friskies running a "Grumpy Cat" ad.

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