Three obstacles brands must overcome to become content publishers

The fact that both Pepsico and Mondelez are developing content marketing strategies is not unexpected. Many major advertisers are facing the need to explore alternative strategies in the face of fragmented audiences in traditional media and ongoing concerns around digital advertising fraud and viewability. 
Content marketing is not a new strategy, in fact content is as old as advertising itself. It is just now technology and the internet have made it easier and more cost effective