Dive Brief:

• Big brands and publishers are calling on the small Brooklyn startup Velocity Made Good (VMG) for a new style of display ad. 
• The "Avalanche" ads developed by the firm are woven into the content carousel on a publisher's website—mimicking the look of editorial images with a branded label. The feature works by including ad images within a site's section that highlights several editorial stories with images. If readers move their mouse over an Avalanche ad, the advertiser’s image expands over the content.
• Publishers like Business Insider, Slate, Conde Nast, and The Washington Post, and brands like Land Rover, Charles Schwab, Samsung, and Verizon have all worked with VMG to produce the ads. 

Dive Insight: 

The Avalanche ads are an updated way to approach native-style ads. The images work seamlessly into publisher's carousels, but are clearly labeled with brand names. The style helps to bring a display ad into the eyesight of readers, rather than sitting on the sidebar ignored. VMG is not in the business of selling ads, but it licenses publishers their technology to help with the process.