Focus on intent-driven traffic: About.com’s native ad formula: data-driven explainers

Digiday :: About.com's focus on evergreen explainers and how-to's means you won't see many of its stories in your Facebook or Twitter feeds. But the site says that that focus on intent-driven traffic gives it an edge with sponsored content, which it argues performs better when readers actively search for it.

Read Ricardo Bilton, digiday.com