ABSTRACT
Native advertising matches the format and function of the digital environment in which it is found. It has experienced rapid adoption and is found on news and entertainment sites, in paid search results, and on social media. While it is seen as more effective than banner-style advertising, there is some concern that consumers may respond more positively because they are “tricked” into believing what they’re experiencing is not advertising. This chapter provides a review of current research into native advertising and identifies uncharted territory that requires further research to more fully understand this increasingly important communication form.
