The new tool, called Aktsent, is designed to help media outlets increase the reach of native content on the platform. Publishers can enable the feature within the Dzen Studio interface to integrate it into branded partnership projects.
Once activated, a selected native article is automatically pinned beneath every text publication from that media outlet. Readers encounter the partner content immediately after finishing their current article, which provides additional exposure to the brand's message.
According to Dzen product director Anna Gorbik, the tool provides a clear distribution mechanism for native advertising. It allows media outlets to offer a new product to the market, while brands can plan for guaranteed additional reach beyond the initial publication.
At this initial stage, Aktsent is available to media outlets whose content is read directly within the Dzen platform. The company plans to expand access to the tool for individual news creators on Dzen in the future.
