Websites such as Mashable, Forbes and BuzzFeed are increasingly accepting sponsored articles from brands such as Dunkin' Donuts, General Electric and Johnson & Johnson. "Brands are everywhere, and brands have now leaked into what has been traditionally the editorial space ... not just the content but the look and feel of the content," says eMarketer analyst David Hallerman. Although the articles are popular with readers, some observers such as Andrew Sullivan say they're concerned about the rise of corporate-sponsored content.

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