The first breach in the barricade is something called "branded content" or "native advertising". [...] It is an ad that is written to resemble journalism--a pseudo-piece about the new scientific consensus [...] the ads are usually produced by the media companies themselves, not an ad agency. [..] There's usually a tag indicating that the article has been "sponsored" or "paid for by advertisers." But it's as discreet as possible, and that's the point. Advertisers will pay a premium for branded content, because it stands such a good chance of confusing the reader into clicking.