Gawker always impresses me with its advertising. It treats its readers like adults. Yeah, some of the ads are big, and Gawker sites always make you click through to get the full story -- and generate more page views. But Gawker shows a good understanding of adapting advertising to fit the environment, to make ads appear smack dab in the stream. I came across this "sponsored post" campaign from Wendy's. The tone and headline are perfect for Deadspin. Clicking through brings readers to a Wendy's area with some videos and the normal branding. Many will object that the content only gets a small advertising label and appears in the same font as editorial and without a blinking "don't look at this" box. I can empathize, yet I'm also pretty sure advertisers are going to demand to opportunities to get off the periphery.
The ad page: