Engagement with “native” advertising — more commonly called sponsored content — varies by age, according to a new study from Outbrain.
While 28% of respondents report having clicked on native ads in the last six months, only 22% trust what they read.
That’s still better than Facebook, which has a 17% trust level.
That lack of trust isn’t caused by failure to understand the content: 57% grasp the content in native ads, vs. 52% for Facebook.
Not that mistrust is limited to native ads.
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