BuzzFeed is serious about expanding its content offering and has taken steps to give its more critical journalism its own identity. Last week saw the launch of ‘BuzzFeed News’ – a site where readers will now find all of the news coverage in one place, rather than in amongst quizzes and listicles.

While adopting a new domain and a new brand, news stories will still run on the main BuzzFeed site, and BuzzFeed News will include links to other BuzzFeed content.

In light of the change, BuzzFeed News is on a mission to steer away from direct-sold advertising – the only ads you’ll see on the new site are a few display units, which are monetised through open exchanges.

There won’t be any sponsored news content on the website but BuzzFeed will take full advantage of programmatic advertising, with plans to sell homepage takeovers.

BuzzFeed avoided programmatic until last year when the company introduced banner ads to its website, which were sold using third-party technology on a global basis in the effort to monetise its operated platforms more efficiently.

Most of its programmatic inventory is sold through exchanges, and BuzzFeed CEO Jonah Peretti said only about one-third of BuzzFeed’s revenue will come from non-advertising sources in 2018.

“We launched to give the brand a distinct, elevated look and feel to match its world-class reporting,” said a BuzzFeed spokesman; “While the site only includes programmatic ads at launch, we’re excited to explore new partnerships as we continue to pursue numerous opportunities to unlock the enormous value of BuzzFeed News, including its robust slate of projects for TV, streaming video on demand and film.”