Serial Position Effects on Native Advertising Effectiveness: Differential Results Across Publisher and Advertiser Metrics

The advertising industry has recently witnessed proliferation in native ads, which are inserted into a web stream (e.g., a list of news articles or social media posts) and look like the surrounding nonsponsored contents. This study is among the first to examine native ads and unveil how their effectiveness changes across serial positions by analyzing a large-scale data set with 120 ads. For each ad, the authors use separate “natural experiment”...