Digital native advertising: Practitioner perspectives and a research agenda

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Harms, Bianca; Bijmolt, Tammo; Hoekstra, Janita;
  • Subject:
    acm: ComputingMilieux_MISCELLANEOUS

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 adverti... View more
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