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Disqus Brings Programmatic Mindset to its Discussion Platform

Posted on 11.06.2014

Programmatic and native are the buzzwords that will take digital marketers and Internet advertisers into 2015 - they are the trends shaping the industry, its economics and how brands engage with their audiences. When you find a promotional solution that meets your enterprise's demands, it's best to give it some consideration. 

One of those solutions is Disqus. The popular "discussion" (commenting) platform - which just so happens to be used by 3 million websites today - has announced that it will be bringing its native advertising product, dubbed Sponsored Comments, is going programmatic and on a global basis. 

Disqus is launching the programmatic platform for native advertising in association with Xaxis, the programmatic media buying arm of WPP. Xaxis clients are now able to buy and place Sponsored Comments advertising across much of the Disqus network. 

“For native advertising to make sense for major brands, it needs to be scalable and precisely aligned with the rest of their digital marketing strategies,” said Brian Lesser, global CEO of Xaxis. “With the Disqus partnership, advertisers can now apply the same audience-based lens to the delivery, tracking and measurement of native ads that they apply to their existing display, social, mobile and online video campaigns.”

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Below is a sample of Disqus' sponsored comment, programmatic offering

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