How The Atlantic got people to spend more time on its native ads through a redesign

After The Atlantic’s website redesign was released earlier this year, performance of its native ads has nearly tripled: Readers now spend four to five minutes on native ads, The Atlantic says, and ad measurement firm Nudge says those native ads are now outperforming BuzzFeed and Mashable in terms of time spent. The new design reduces the number of native ads people see, but the native ads are bigger and stand out more as a result. VP and publisher Hayley Romer says: “We also rethought how we integrated native into the site. We’ve absolutely increased our emphasis on utility, making it something they do want to engage with.”