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Everything about Native advertising
Type of paid advertising
Native advertising, also called sponsored content, partner content, and branded journalism, is a type of paid advertising that appears in the style and format of the content near the advertisement's placement. It manifests as a post, image, video, article or editorial piece of content. In some cases, it functions like an advertorial. The word native refers to the coherence of the content with the other media that appear on the platform. Wikipedia →
🧭 Start here: a 6-step reading path
- Read the overview: Native advertisingA 5-minute orientation
- Skim a recent paper: Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing MechanismsInfluential work since 2022
- Pick up a classic book: O. A. C. Review Volume 23 Issue 2, November 1910The most-reprinted book on the subject
- Read the landmark paper: When news sites go native: Redefining the advertising–editorial divide in response to native advertisingCited 150 times
- Go sideways: TaboolaA closely related topic
- Go sideways: Sponsored postA closely related topic
📖 Definitions
Noun A type of surreptitious advertising that matches the form and function of the platform upon which it appears, often in the form of advertorials.
🗂️ The subject at a glance
🏆 Landmark papers (most cited)
When news sites go native: Redefining the advertising–editorial divide in response to native advertising
Good native advertising isn’t a secret
Native Advertising Is the New Journalism
A Tale of Two Sources in Native Advertising
Native Advertising and the Future of Mass Communication
Building a Better Native Advertising Disclosure
Native Advertising as a New Public Relations Tactic
Negative Consequences of Storytelling in Native Advertising
🆕 Influential since 2022
Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms
Regulating Native Advertising
A threat to journalism? How journalists and advertising sales managers in news organizations perceive and cope with native advertising
The role of relevancy in native advertising on social media
Digital consumer engagement: examining the impact of native advertising exposure in a social network
📚 Books worth reading
- 📕O. A. C. Review Volume 23 Issue 2, November 1910Ontario Agricultural College · 1910
- 📕O. A. C. Review Volume 40 Issue 9, May 1928Ontario Agricultural College · 1928
Ranked by number of editions on Open Library, a rough measure of how lasting a book is.
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