Shane went so far as to say that ads providing health-related information themselves can be considered media. "Where the line gets blurred is consumers don't care," he said. "Place in the right
context, that (health) advertising delivered well is a compelling content understanding." Glam Media's Scott Schiller added that everyone is playing in "bits and pieces of media and advertising" with
companies like Microsoft buyin ad agencies, further blurring traditional distinctions. He said Glam tries to curate 700 sites, matching advertising w/ the appropriate context.
