Former Politico Heads Are Shaking Up Native Advertising With New Site

Launch partners include PepsiCo and Boeing

Some of the original minds behind Politico are ready to show off their take on a different kind of news site.

Launching today, after the release of three newsletters earlier in the month, (one of which broke the news of Donald Trump's son-in-law joining him as senior adviser) Axios intends to shake up the way native advertising plays out alongside news content. 

Former Politico co-founder and CEO Jim VandeHei is now Axios' co-founder and CEO; joining him from Politico is Mike Allen, who is Axios' co-founder and executive editor and Roy Schwartz, who was Politico's chief revenue officer and has the title of president of Axios.

Axios has already lined up 10 launch partners, mostly due to its willingness to go against the current system of long-form native advertising.

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