- Like its peers BuzzFeed and Vice, Upworthy is working with advertisers to find content that will drawn in attention for the brand.
- Unlike its peers, Upworthy is employing its editors — or "curators" — to directly assist advertisers in finding the right kind of content to draw on emotional triggers for readers.
- Upworthy is holding advertisers to a certain kind of standard, as the brand must be in-line with the publisher's progressive political view.
Including editors in the advertising process is not best practice, so it will be interesting to see how Upworthy's experiment goes. However, when the ad is trying to mimic a publication's feel and look it may become more important to include editorial say.