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Flipboard Adds a New Native Ad Option

New to Flipboard, but increasingly standard everywhere else: "Promoted Items."

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Peter Kafka covers media and technology, and their intersection, at Vox. Many of his stories can be found in his Kafka on Media newsletter, and he also hosts the Recode Media podcast.

Flipboard, the magazine app that was an early advocate of “native” ads, has a new version in its arsenal: “Promoted Items.”

The idea is new to Flipboard but now commonplace in digital advertising: The “items” are supposed to let advertisers and publishers push “content” into users’ personalized magazine apps. They’ll be labeled as “promoted” items.

If you’ve used Twitter, Facebook, or looked at much of the Web in the last year or so, you’ve seen similar stuff. Which is kind of the idea: In a press release promoting the new promoted items, Flipboard notes that publishers can use the format to increase the reach of the “native” ads they’re already running on their own properties “and are looking to make more scalable.”

Flipboard, which introduced video ads last year, won’t be running the new format until next month. But here’s a mockup of what one might look like:

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