Native Advertising on the Internet: Transformation of Perception Models

We can see, how the way the information is consumed changes, which is followed by the changes in advertisement formats, which try to adapt to the new consumer behavior in the global network. Native advertisement as the communicative phenomenon of the new time has not been studied well yet. At the same time we can observe transformation of the native advertisement formats, which give birth to variation of the new models of acceptance of advertisement message. That is why detection of the main models of the native advertisement and its valuation is a significant scientific problem. Today we observe high dynamics of changes of Internet advertisement and we can see how new formats appear, how the evolve constantly due to scientific progress. Scientific innovation, which is in our work, is that we find specific ways of transformation of native advertisement and that we try to assume which tendencies might appear in that sphere. It has to be said, that there exist not so many scientific studies on that theme, and all of those, which exist, keep attention on the comparison of traditional media advertisement and native advertisement. However, there's no studies in sphere of formats of advertisement and it's effects. We will consider main theoretical models and will try to adapt them to real native advertisement. In the empirical part of our study general parameters of valuation of native advertisement. We evaluate new models of new forms of native advertisement and value their efficiency.