Dive Brief:

• Content engagement platform InPowered is claiming to be “first and only platform that charges advertisers based on the consumer’s actual engagement with their content.”
• With InPowered 2.0, users will no longer be charged per-click, but rather for time spent with a native ad—a move that will combat clickbait practices. 
• In an interesting twist, content that is more engaging will actually cost less—because it's less expensive for the platform to engage. 

Dive Insight: 

Clickbait has been a thorn in native ads side for a while. While clickable headlines seem like a great idea on the surface, if the content doesn't hold up after the click, it doesn't do that advertiser any good. InPowered 2.0 wants to help with relevant content discovery, unlike platforms such a Outbrain and Taboola which are almost entirely focused on the click-through rate. 

“We’re the only platform that delivers engagement [that has value] for a brand," InPowered CEO Peyman Nilfouroush told Venture Beat.