Dive Brief: 

• Someecards' humor and brutal honesty has built an audience of 7 million unique monthly visitors and made its ecard format instantly recognizable. 
• The ubiquitous ecards have caught the attention of brands, too, and the company has worked on over 150 branded campaigns since 2008. 
• In recent times, Someecards has started offering IAB native placements for the brand ecards and the first brand may surprise you—baby food brand Beech-Nut. 

Dive Insight: 

Someecards certainly found its digital niche with the honest humor and recognizable design. That instant recognition is something brands are drawn to, so it seems like a natural progression to go from branded content to native ad placements. While Someecards' humor is a bit cheeky, that hasn't scared away family-oriented brands from buying ads.