NATIVE ADVERTISING IN THE MEDIA AS THE CURRENT FORMAT OF THE ADVERTISING MEDIA BUSINESS

Abstract

The article discusses such type of advertising as native advertising. The development of technologies, the emergence of new ways of transmitting information, the emergence of new types of media dictate new conditions for the implementation of advertising activities. An effective form of advertising influence is native or natural advertising. This type of advertising is actively used in traditional and online media. The peculiarity of native advertising is that it is able to integrate into the user’s familiar Internet space, organically fit into the usual content, attracting interest, while bypassing ad protection and blocking programs. The conducted research allows to conclude that native advertising in terms of content, form and location resembles the product of journalistic creativity.