the washington post pointed out that some popular sites like buzzfeed and gawker get much, if not all, of thier revenue from advertising made to look like content Buzzfeed's native ads, for instance, are labeled as presented by "a Buzzfeed 'featured partner.' The words 'ad' or 'advertising' are nowhere." Gawker explains to prospective advertisers that the outlet's "in-house writting talents handle your post from ideation to execution, infusing your brand message with our signature, conversational tone."