MSN will no longer place as much emphasis on "branded entertainment" solutions to marketers and will emphasize the integration of advertising with the most-trafficked sections of its portal, writes ClickZ, citing Rob Bennett, MSN's new general manager of entertainment and video. "We can start to build deep engaging brand experiences into the places we know people are already coming," Bennett is quoted as saying.

Undertakings such as the Sprite-branded "The scenario" section of the portal targeting teen music lovers, for example, would likely decrease in number, while opportunities such as MSN's Oscar coverage, which attracted 150 million pageviews, would be used to integrate brand advertising.

Editor's note: This story was revised after MSN offered more details of its branded entertainment plans to ClickZ, which altered the earlier version of its article after MSN contradicted parts of it.