Article or Ad? Readers’ Recognition and Evaluations of Native Advertisements on Online News Websites

摘要: The online media and advertising landscape has quickly changed in the past few years, both advertisers are facing several major challenges. Consumers more trained than ever to ignore traditional banner advertisements (Hill, 2013), amount of internet users with an ad blocker have been going up fast (Adobe, 2015). At same time, from media’s side, news outlets increasingly rely on generate revenue, as most readers refuse pay subscription fees read (Newman, Fletcher, Levy, & Nielsen, 2016).