Now the NYC-based company is making a play to turn the web's viral content into cash, through a handful of custom ad units that blur content with advertising.

BuzzFeed is betting this could eventually generate more revenue than standard display advertising. How's that? Because ads that look and behave like content inherently seem a lot more genuine and interesting than standard display ads, which most Internet users have learned to ignore. ("Advertorial" is the holy grail of publishing, long used by magazine publishers and increasingly on the web. But it has to be done carefully.)

via www.businessinsider.com

This line between advertising and content is getting more and more blurry every month.