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