First: consumers are itching for added value in their content. Researchers believe that as the customer journey changed from browsing in-store or relying on recommendations for the latest gadgets consumers also changed how they engage with branded content. For example, more people are opting out of brands' data collection initiatives, and are looking for interruption-free content sessions - that means no advertising, even when content is subsidized by advertising. "The old value exchanges just aren't enough. The model is broken. Publishers and media companies have to reimagine reciprocity or risk the flight of consumers to competitors," said Sue Hogan, Senior Vice President of Research & Analytics, IAB.