# The processing of native advertising compared to banner advertising: an eye-tracking experiment

> Research article (Electronic Commerce Research, 2021) · cited 26× · AI/ML

**Wikidata**: [openalex:W3217150516](https://www.wikidata.org/wiki/openalex:W3217150516)  
**Source**: https://4ort.xyz/entity/the-processing-of-native-advertising-compared-to-banner-advertising-an-eye-tracking-experiment