ABSTRACT Digital native advertising is a subtle form of digital advertising that is integrated closely with its context. Practitioners are increasingly assigning budgets to this advertising strategy. On the basis of 22 in-depth expert interviews with senior executives of advertising brands, publishing companies, and media agencies, this study provides new insights into the effectiveness of digital native advertising. We also shed light on factors in the field of content and context of digital native advertising that influence its performance. We present 10 key propositions that reflect practitioners' perspectives and form an agenda for further scientific research in the field of digital native advertising.

中文翻译：

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数字原生广告：从业者的观点和研究议程

摘要数字原生广告是数字广告的一种微妙形式，与它的上下文紧密集成在一起。从业者越来越多地为该广告策略分配预算。在对广告品牌，出版公司和媒体代理机构的高级管理人员进行的22次深入专家访谈的基础上，本研究为数字原生广告的有效性提供了新见解。我们还揭示了数字原生广告的内容和上下文领域中影响其性能的因素。我们提出了10个主要主张，这些主张反映了从业者的观点，并形成了在数字原生广告领域进行进一步科学研究的议程。