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  • Why do people fail to recognise native ads?
  • Why do people fail to recognise native ads?
    Kompania Piwowarska, Creative Commons (2015) ©
Science

Sponsored! The science of native advertising

Native advertising has exploded over the internet in recent years. But for many consumers, figuring out what’s been paid for and what’s strictly editorial can be confusing. Nathaniel Evans, who studies the phenomenon, explains to Canvas8 why people often don’t recognise sponsored content.