Dive Brief: 

• The Washington Post is taking after Amazon—also owned by Jeff Bezos—​to deliver native ads. 
• The publication's data tool Clavis, designed after Amazon's product-recommendation widget, is now being leveraged to deliver recommendations for native content based on keywords from readers' history. 
• The combination of third-party data and reader history supports the Post's BrandConnect Intelligence, which delivers native ad suggestions that readers are likely to find interesting, regardless of the current section they are reading. So far, three advertisers have signed up to use the product. 

Dive Insight: 

Native content has proven to be incredibly effective, but publishers are still struggling with delivering the right content to readers at the right time. An Amazon-inspired recommendation widget seems like an ideal method for Washington Post readers. Other recommendation widgets like Outbrain have seen success delivering ads and native content in a similar manner. The Post's version, however, will have the advantage of using a user's past reading behavior.