Refinery29 has announced plans to launch Channel29, an ad-supported niche OTT service aimed at millennial women.

Announced during the company’s Newfronts presentation on Wednesday, Channel29 will feature live and on-demand video that includes both live and on-demand programming with ties to ecommerce. Although free, the OTT service will be ad-supported, Refinery29 said. It will be available on connected TVs, smart TVs and the company’s digital platforms beginning in the fourth quarter of 2018.

In addition to its new OTT channel, Refinery29 will redesign its site to focus on “consumer action”—creating a funnel that offers original news, entertainment and lifestyle programming while promoting its ecommerce portal.

Niche OTT is a common theme at this year’s Newfronts. Condé Nast Entertainment is creating a dedicated OTT channel for Wired, which will launch later in 2018. Next year, OTT channels for Bon Appétit and GQ will follow. These new channels will be available for AppleTV, Roku and Amazon Fire.

“Our new OTT expansion is significant because it brings the quality of Condé Nast to next-gen consumers on new platforms, and in new ways,” Pamela Drucker Mann, chief revenue and marketing officer of Condé Nast said in a statement.

Like Refinery29, Condé Nast Entertainment is using OTT to include entertainment as part of the buyer’s journey. An internal study found that 69 percent of respondents take a purchase-related action after seeing a product featured in a Condé Nast brand. The company did not specify how advertisements would be integrated into its new OTT offerings and declined to comment to AListDaily requests for more information.

Exactly how ads are integrated within niche OTTs is still a topic of much discussion.

In an interview with AListDaily in April, Tosca Musk—co-founder of niche OTT PassionFlix—highlighted the annoyance of mid-roll ads for many viewers, “I find it annoying and I lose sight of the story. If I’m paying for something, I really don’t want ads, I don’t care how much I’m paying.” But, she also noted, “advertising is necessary. It offsets the costs dramatically on a film and it allows you to do so much more… There’s a definite need to have those conversations [with brands] but we all need to work together to create great content and get brands that work for that specific audience out there.”