Desperate for credit, content marketers get creative with ad space

Brands are increasingly placing advertising alongside the content they produce, but rather than pitching it to third-party advertisers, some are finding it easier to “sell” that space to other teams within their own companies. Brand-owned publications are increasingly attempting to directly monetize the content they create, either by charging their audiences or third-party marketing partners. Robinhood-owned Sherwood has hired revenue execs from the publishing world to turn its existing and new newsletters into a source of advertising revenue, for example. Meanwhile, the rise of “retail media” is prompting more companies to explore ways to generate revenue by selling access to their customer bases and audiences. But selling ad space isn’t easy, and it’s far from a core co