Dive Brief: 

• MailOnline — the massively popular online version of the UK's Daily Mail — is utilizing its scale and editorial sentiment to provided successful sponsored content campaigns for advertisers like Comedy Central and BBC. 
• Behind the native ads strategy is new North America CEO Jon Steinberg, who joined MailOnline in June after four years with BuzzFeed —​ an innovator in sponsored content. 
• The publisher has some strong selling points: The majority of web traffic comes from direct visits, and advertisers have direct access to the editorial team to create content that fits well within the publication. 

Dive Insight: 

Advertisers that have taken advantage of MailOnline's generous traffic are seeing great results, but the content of the publication isn't for everyone. Overall, that's probably a good thing. Advertisers should be picky about where they choose to run sponsored content and choose a publication that fits within their ideals. It can't just be about heavy traffic. What MailOnline has done is create an attractive package for brands that do align with its reputation — and it works.