Dive Brief: 

• 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. 

Dive Insight: 

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.