Targeted at Millennial females (16-24 by their estimation), We Heart It reaches 40 million users, while Popular has built a stable of contributors, content and social media influencers, including Brandi Cyrus, Cailin Russo and Larsen Thompson.

Both platforms’ focus on the Millennial demographic has attracted some big-name advertisers, including P&G, Macy's, Coach, BCBGeneration, Chanel, David Yurman, Tiffany and Smashbox Cosmetics.

Popular launched in 2015, headed up by Nylon founders Jaclynn and Marvin Scott Jarrett, it aims to build itself into a global media brand. Popular will be offering video content from each of its verticals — fashion, tech, music, and culture — and will produce an original video series called “Day in the Life” that will use Los Angeles, New York, London, Paris and Shanghai as a backdrop.

We Heart It uses tools from AdsNative, an ad server that enables its clients to serve ads in the same place as native content, without needing an outside source to create and serve ads on its app. AdsNative’s system makes the ads somewhat immune to ad-blocking (not that that’s much of a problem in-app), though its original intention was to load ads more quickly and have them appear seamlessly with content.

The platform will offer custom content to brand partners and provide them with significant reach among millennial women.