At AdAge’s recent 4A Conference, an Economist study was revealed which showed that 93 percent of content marketers said they connected content with products and services. Furthermore, 75 percent of content marketers said content should frequently mention products.

The study exposed a fundamental issue with the way a lot of content marketing and native advertising is done today. It’s basically approached like a camouflaged ad, something that John Oliver touched on in his now classic monologue.