A third of the way through Contently co-founder Shane Snow‘s appearance today on Bloomberg TV’s Market Makers alongside Advertising Age‘s Michael Sebastian, details were shared about the online media world’s version of the Pepsi Challenge… from hell.

“That was the interesting thing about our study,” Snow understated. “We pit sponsored content against BuzzFeed, mommy blogs, Fox News, and it actually beat those three categories. But it was less trustworthy than the New York Times.

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