Native Technology in Digital Advertising. The Native Concept, Types and the Practice of Using Technology

Student: Katina Anna

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Final Grade: 7

Year of Graduation: 2016

The study is devoted to the analysis of theoretical and practical aspects of native advertising as a new format of online advertising. The fundamental principles of native advertising, types, the basic parameters of evaluating the effectiveness, the practice of using technology as well as the development prospects of native advertising in the Russian market have been identified in the paper. The influence of native advertising on changing the key performance indicators of advertising campaigns was revealed on the basis of the study.

Full text (added May 22, 2016)

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