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Users want relevant content as advertising. As a result, the distinction between advertising and content is going away. All that matters to a user is relevancy.

Shailesh Rao
Going Away, Want, Matter
"The ‘Mutual Respect’ That Results When Consumers and Brands Collide". Knowledge@Wharton Interview, knowledge.wharton.upenn.edu. April 14, 2015.
Users want relevant content as advertising. As a result, the distinction between advertising and content is going away. All that matters to a user is relevancy.