Shortlist Media has announced a long-term partnership with TAN Media which will see native advertising delivered across shortlist.com and stylist.co.uk.
The move is expected to better align content-led digital advertising with Shortlist’s editorial, without interrupting the user experience.
Through TAN’s automated platform, readers will be kept within Shortlist sites, rather than being referred to external sites when clicking on an ad.
Shortlist Media’s commercial director of content solutions, Mark Sandford, said that native advertising has become a “key focus” for the business.
“As publishers, we are constantly looking at ways to deliver relevant, engaging content to our audience and by working closely with brands and advertisers we can continue to evolve our ad products,” Sandford said.
“Working with TAN Media enables us to deliver a seamless experience for our readers.”
Shortlist.com currently has a unique monthly audience of approximately 253,000, according to the latest Nielsen data, while stylist.co.uk attracts 225,000.
Commenting on the partnership, Adam Rock, managing director at TAN Media, said: “Native advertising provides Shortlist Media with the opportunity to monetise its inventory at scale across multiple sites, using a single platform, while maintaining the integrity of the user experience.
“With its high levels of consumer engagement, native brings value to both publishers and brands, and should be an integral part of any marketing strategy.”
The news comes as WPP, the Daily Mail and Snapchat announce plans to launch a new native advertising agency.
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