Ad Week recently published an article with Peter Minnium, the Interactive Advertising Bureau’s head of brand initiatives, to talk about the trend, which was the topic of a panel he recently moderated the IAB Annual Leadership Meeting in Phoenix. The central question he posed to the panel was whether publishers, agencies or brands would create the best ads in the future.
http://www.adweek.com/news/technology/why-branded-content-poised-take-over-162992