Native Advertising as a Promising Format of Digital Marketing: Theoretical Aspects and Empirical Research

The increasingly popular format of digital marketing – native advertising is described. The authors reveal the essence of native advertising, focusing on its forms, advantages and limitations. The data showing the growth of this segment of the advertising market, as well as a positive attitude towards it from the millennials, are presented. The main part of the article is devoted to the presentation of the results of the author's marketing research aimed at assessing the effectiveness of native advertising. The authors conclude that the use of native advertising inspires confidence to consumer and contributes to the growth of sales of the company's products.