We all know by now that advertising is no longer “advertising.” It’s “content.” But it’s not just “content.” It’s “organic” content. Or “authentic” content. Or “holistic” content — which is apparently different than “integrated” content. Or “optimized” content. Or “bespoke” content. (You think I’m making that up?) And of course, “viral” content — which everybody wants but nobody gets (unless it’s “catvertising”). There’s also “snackable” content and “ephemeral” content, but ain’t nobody got time to define them.