Native advertising is an innovative tool used in the field of content marketing. At first glance, it is indistinguishable from an ordinary article in a newspaper or on an Internet portal. It usually comes in a form similar to a guide. It is accepted and very eagerly clicked by Internet users, and highly valued by advertisers. Such a sponsored article allows for a virtually invisible and natural description of the brand or product name. Native advertisements are characterized by the fact that they blend into the editorial context of the website or press. Thus, they guarantee a sustainable user experience, which increases user engagement and brand credibility. There is nothing worse than intrusive advertising. It happens that due to frequent pop-up windows or advertising photos that cover half of the page, we fail to read the article to the end. The result is that the user ignores the advertising content. As a result, the brand is perceived in a negative way.