Sleep Number has inked a multi-year deal with The Huffington Post to sponsor its section on sleep in the Sleep & Wellness area of the website, reports AdvertisingAge.

Now The Huffington Post has relaunched that section with Sleep Number as its exclusive sponsor. As part of the multi-year deal — HuffPost execs wouldn’t say how many years specifically — the site’s branded-content arm, HuffPost Partner Studio, will produce at least an article or video each week for Sleep Number that will appear on the new Sleep & Wellness section.

“It’s native advertising but a much more sophisticated model,” said Lauri Baker, VP of content partnerships at HuffPost.

The sophisticated part is how HuffPost and Sleep Number will be using each other’s data to inform what content HuffPost Partner Studio should produce for the brand and how Sleep Number can advertise to the section’s audience, including those reading a HuffPost article while standing outside a rival’s store.

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