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Mic CEO Says All Advertising Will Be Branded Content

This is a rather scary prophecy: Chris Altchek, founder and chief executive of Mic, tells the Wall Street Journal that it's only a matter of time before all content becomes branded content. "With a younger generation increasingly blocking online ads and avoiding TV altogether, Mic.com is instead betting heavily on branded content to help fund its news site designed for educated millennials," the paper reports. “I think branded content will be all forms of advertising in 15 years,” Altchek said during an episode of the WSJ Media Mix podcast. He said millennials “essentially don’t consume any advertising that’s not opt-in."

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