In-feed Advertisements: A Review and Research Agenda

Abstract: Compared to traditional online ad formats, native advertisements have been a boon for advertisers and website owners as native ads minimise disruption. Although, the practise of native advertising is just more than a decade old, the in-feed ad format has been successful in engaging with online users. This work is a pioneering review of in-feed advertising. Adopting a scientific approach, seventeen papers were shortlisted and analysed. Findings explicate user responses to in-feed ads and the underlying mechanism. These are grouped as per consumer-controlled aspects, advertiser-controlled aspects and outcomes. Pertinent research areas are proposed which can be addressed by scholars. Keywords: Native Advertising, In-feed ad Format, Framework Based Literature Review JEL Classification Number: M30, M37 *Doctoral Scholar. Email:[email protected]