While fake news is all the rage these days, it isn't the only type of news you should be wary of. These days, reputable publishers, including newspapers, behave like marketers, allowing ads that blend seamlessly into the content. Curiously, marketers have also started behaving like publishers, creating content with no overt sales pitch. It can be awfully tough to tell whether you are looking at an ad, or content (or both?). What got us here? Why does it matter? In this talk, largely drawing from Mara Einstein's "Black Ops Advertising", we will explore the modern trends of native content and content marketing. After UDLS be sure to enjoy a Molson Canadian™ at beer call.