Chartbeat launches paid-content tools to help publishers get better at native advertising

Gigaom

Chartbeat CEO Tony Haile built his analytical service — originally part of New York’s Betaworks incubator, but later spun off as a separate entity — because he wanted to help publishers figure out which pieces of their content were working in terms of traffic and engagement. As more media sites have turned to native advertising as a way of generating much-needed revenue, Haile said he has seen the same need for analytical tools related to that kind of content, and so the company is launching a service called Paid Content to try and provide those tools.

Since native advertising is supposed to behave as much like regular content as possible, Haile says the tools behind the Paid Content service are designed to show both advertisers and publishers exactly how much — and how deeply — readers or users are engaging with it. He said the same kinds of features will…

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