Abstract:

Advertising promoting certain products, services or brands that is placed on a digital platform is displayed to recipients who either accept it or not. The ideal situation is if the advertisement is interesting, entertaining, informative, conveys its message and influences the consumer's decision-making in the purchasing process, and eventually the consumer becomes a loyal customer. However, classic online advertising has reached its critical point. Users find banner advertising annoying and ignore it. The question is, is there a type of advertising that consumers would not mind and they would be happy to engage in it? Is this type of ad a native ad? Or is it just another buzzword of marketers setting the global trends? The aim of the paper is to focus on the concept of native advertising in the online environment, to summarize the pros and cons and future of this attribute. The paper presents a summary and analysis of various secondary data of scientific as well as practical nature. The results of the analysis clearly show, despite the existence of negative opinions and criticism of the analysed issues and a significant number of unsuccessful implementation attempts, that a well-designed native advertising achieves the goals set naturally and so we cannot consider the concept of native advertising as a buzzword of current times.