Imagine an alcohol brand that wanted to reach female millennials who like to drink in the summer, love nail art and are interested in LGBTQA issues. With its new offering, internally called SponCon, BuzzFeed might take that request and ask its edit team to create five posts that align with the initiatives of the advertiser. The content itself, however, isn’t sponsored or branded. The articles don’t mention the advertisers, but the advertiser owns 100% of the share of voice with on-page display advertising. SponCon packages come with impression guarantees, which BuzzFeed ensures it meets with a mixture of organic traffic and social distribution.