Sponsored content is an important part of today’s native advertising strategies. Native advertising pieces are intended to fit into a publisher’s platform by mimicking the qualities of the publisher. For example, native advertising on Twitter would look just like a regular Tweet. On Buzzfeed, a sponsored post might look like a numbered list intended to be shared socially – just like the majority of Buzzfeed’s content. These strategies are often used as an alternative to things like banner ads, which are generally thought to be widely ignored by Internet users. However, a new study from Contently actually shows that most users have a deep distrust of sponsored content.