This column appeared March 8, 2001, in the Online Journalism Review. Here’s the version on the OJR site.
‘Sponsored content” on the Web comes in different shapes and flavors. At some online publications, like Slate, Salon, iVillage and ESPN.com, clicking on a “sponsor” link transports the user to another site or to a co-branded page paid for by an advertiser or hosted by a strategic partner.
Other sites, like Women.com and BabyCenter, publish special features pages hosted on their own servers.