Commenting platform Disqus has launched a new advertising product called Sponsored Comments, letting publishers and brands reach a targeted audience on sites surrounding specific topics — and in particular those who are engaged enough to scroll down to the comments section.

The idea of Sponsored Comments stemmed from Featured Comments, which Disqus introduced a month ago. Sponsored Comments appear above the discussion thread so they won’t interrupt the conversation, and Disqus says that to protect user experience, it has a team ensuring the quality of these paid-for comments.
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Originally framed as a commenting service, Disqus has evolved to become a community supporting more than 125 million people everyday with over three million sites using it. Sponsored Comments comes after Disqus added rich media support to its service late last year.

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