Native Advertising in Online News: Trade-Offs Among Clicks, Brand Recognition, and Website Trustworthiness
The field evidence and the disconfirming source. Once the position of an ad on a news page is controlled, a native ad earns a higher click-through rate because it resembles the surrounding editorial content, while a display ad draws more visual attention and produces more brand recognition and trust in the website. Read directly from the full text. Study 1: 1,299 participants from the commercial online panel Lucid browsed a constructed news site, Newsday Gazette, built from real current articles, choosing headlines freely. Study 2: 156 undergraduate students, 43 per cent female, were eye-tracked.
The field evidence and the disconfirming source. Once the position of an ad on a news page is controlled, a native ad earns a higher click-through rate because it resembles the surrounding editorial content, while a display ad draws more visual attention and produces more brand recognition and trust in the website. Read directly from the full text. Study 1: 1,299 participants from the commercial online panel Lucid browsed a constructed news site, Newsday Gazette, built from real current articles, choosing headlines freely. Study 2: 156 undergraduate students, 43 per cent female, were eye-tracked.
Written from the full text read 2026-10-18.
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Aribarg, A., & Schwartz, E. M. (2020). Native Advertising in Online News: Trade-Offs Among Clicks, Brand Recognition, and Website Trustworthiness. Journal of Marketing Research, 57(1), 20-34. doi:10.1177/0022243719879711.