No one can speak to a site's audience like its editors and writers. Recognizing this, a number of media companies have created teams dedicated to the creation of custom content for brand customers. Are we now in a world where ads truly are content? What are the ingredients to create sponsored content that people widely share and enjoy? What does the relationship between pure editorial content and sponsored posts look like in the future? Leading publishers will discuss where the new lines are being drawn and debate the effect on journalistic integrity.