CNN International is launching a new suite of dynamic native and branded content ad formats across its digital properties, claiming it is introducing “real substance” to native advertising.

The broadcaster has entered into a partnership with native ad platform Sharethrough to expand the inventory on CNN Digital. The initiative has been dubbed ‘Native 2.4’.

New ad formats – labelled ‘Sponsor Content’ – on offer to brands include instant-play native video, graphic text over video, infographics, long-form video, articles and galleries.

The ads will be presented in the style of CNN editorial content, and have access to premium inventory on the CNN homepage, as well as verticals such as CNN Style, CNNMoney, CNN Sport and CNN Travel.

Advertisers will have access to CNN International’s brand content studio CREATE for the production of native ads, and the broadcaster claims its data offering – Audience Insight Measurement – enables the targeting of specific audience segments.

Rob Bradley, director of digital revenue and data at CNN International Commercial, said that, in an age of “overused buzzwords”, the solution “adds real substance to the term ‘native advertising’”.

He added: “We are bringing together the full suite of new formats, prominent and seamless placement, and the power of data and creative content for clients to truly engage with CNN audiences in a native environment.

“The result is an engaging brand storytelling experience created for peak performance and with the flexibility of dynamic optimisation. Clearly labelled to ensure transparency, this solution created with our partners at Sharethrough also ensures that our users are served high quality and engaging native content that’s relevant to them.”