Native Advertising: Challenges and Perspectives

Native advertising is a form of communication for brands, products or service to promote and engage target audience, designed to blend in the page content, consistent with general perspective of the designated page and media platform. With no doubt, native advertising is growing to become an important part of the revenue for publishers, as more media companies are integrating it into their business models. This paper explores the nature of native advertising, the rules and regulations that guide this form of advertising, and its impact on consumer behavior.