April 1st, 2014

Upworthy to Run Native Ads That Try to Make You Feel Good

By Michael Sebastian
Ad Age

Viral Site Eyes Revenue, Signs Unilever as Sponsor

After two years of building a formidable traffic machine, Upworthy is now trying to turn its visitors into actual revenue, positioning itself as the home for brands with a meaningful story to tell. The site has inked a deal with Unilever to help the company promote its Project Sunlight, what Unilever calls a long-term initiative “to motivate people to live sustainably by inspiring them to create a brighter future for children.”

The promotions will include both native ads from Unilever as well as a special section curated by Upworthy editors that Unilever will underwrite. The content will highlight “children and adults working to make the world better and more sustainable.”

Read more: http://adage.com/article/special-report-digital-conference/upworthy-run-native-ads-make-feel-good/292406/

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