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 the web portal. Mostly, it looks just like a guide. It is accepted and very willingly clicked by Internet users, and highly valued by advertisers. Such a sponsored article allows for practically invisible and natural description of a brand or product name. Native advertising ads are characterized by the fact that they blend into the editorial context of a website or press. Thus, they guarantee a balanced user experience, which increases user involvement and brand credibility.