Jonah Peretti from BuzzFeed: Our native advertising model is focused on improving user experience

For Jonah Peretti, Founder of BuzzFeed, the ad blocking phenomenon is the industry’s responsibility for not making ads with attractive content. He explained in an interview that they are using their own native advertising model and focused on offering users a better experience. “The way we monetize at BuzzFeed is that we figure things out from the editorial side and then give brands a head start, by giving them the format and formulas to reach consumers in an authentic way” he says.In terms of balancing creativity in advertising, Peretti admitted BuzzFeed faced similar challenges to a creative ad agency, but claimed that the specialist knowledge they had about readers, puts them in a privileged place to do a great work.BuzzFeed sells its content to other platforms, specially in the form of video that is “much more expensive to produce” he explained.Since its launch in 2006, BuzzFeed has gone from being a viral lab with Peretti and three others, to becoming a multi-platform content creator and news publisher which generates five billion content views a month.