BuzzFeed, one of the foremost native advertising innovators, bases its strategy on social distribution, counting on readers to share its articles, sponsored and non-sponsored alike.

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If you win Depot's business, you have immediate distribution in 900 stores and counting.

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While artists like The Counting Crows are embracing the brighter sides of new distribution, file-sharing sites can still be bad news for established record labels and movie studios.

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