Consumer generated advertising in blogs

Consumer generated advertising is a relatively new and controversial development and it has created a new model of marketing communication from businesses to consumers. Among the various forms of advertising on blog, the most controversial are the sponsored posts. These are blog entries or posts and may be in the form of feedbacks, reviews, opinion, videos, etc. and usually contain a link back to the desired site using a keyword/s.
Blogs have led to some disintermediation and a breakdown of the traditional advertising model where companies can skip over the advertising agencies (previously the only interface with the customer) and contact the customers directly themselves. On the other hand, new companies specialised in blog advertising have been established, to take advantage of this new development as well.
However, there are many people who look negatively on this new development. Some believe that any form of commercial activity on blogs will destroy the blogosphere’s credibility.