News media are being challenged by the rapidly changing digital environment. Traditional online banner advertisements are nowadays often being avoided, or disabled by ad blockers. To counteract advertising avoidance, and create new revenue streams, so-called 'native advertising' is on the rise. Native advertisements are advertisements with the look and feel of editorial news articles. Although native advertising is the fastest growing advertising format in online news media, little is known about how news readers perceive and evaluate native advertising. Native advertising may be problematic if readers are not able to recognize that they are influenced. Also,
the credibility of news media is at stake. In order to implement native advertising in a sustainable and ethically responsible manner, more research is needed. Therefore, this project will investigate native advertising by taking a unique multi-stakeholder approach, integrating theories from the fields of advertising and journalism. A series of experiments will be conducted to investigate how
readers process and evaluate different types of native advertisements and news media. In addition, news media's perspective will be explored by conducting interviews at news organizations. The main objective is to unravel when and how readers recognize native advertising and how they deal with it. This will result in a theoretical and practical framework for implementing native advertising in news media, in a responsible manner.