By working with Reebok to create a customized campaign, Glam Media helped the company target women with its Scarlett Johansson-starring campaign, reports The Wall Street Journal.

Glam not only put up ads for Reebok on its network of about 300 woman-oriented blogs and sites but worked with the shoemaker to create other compelling marketing content. That included quizzes and other non-traditional executions. Being a smaller network means Glam has to work harder to be taken seriously by potential advertisers and that attitude has won praises from past partners.

Sometimes, though, that non-traditional approach means that ad partnerships aren't always clearly labeled as such. The editorial/advertising seperation is sometimes fuzzy as an ad campaign starring a celebrity such as Johansson is also fodder for a celebrity-oriented blog.