Dive Brief: 

• Bloomberg LP has launched a new suite of native ad products that are fueled by the publisher's data-crunching abilities. 
• The ad platform — called Bloomberg Denizen — helps advertisers deliver data-heavy infographics and other native content. 
• Zurich Insurance Group is the first to use the platform and has created over 40 pieces of original content, including print and online articles, videos, and infographics. 

Dive Insight: 

Bloomberg is falling in line with a growing trend of publishers accessing their own data to provide native ad opportunities. In Bloomberg's case, the data team actually exists within the editorial department, which creates a strong bond between the departments — a solid environment to create quality native ads. Bloomberg Denizen could provide a healthy stream of revenue for Bloomberg in an industry that is struggling to adapt to the digital world.