It happened to everyone that when reading an exciting and fascinating article, then suddenly you realize that this is not an article at all, but only a skillfully veiled advertisement. How can you feel at such a moment? Indeed, sometimes, what is read evokes positive emotions and forms a reasonable opinion about the advertised company. But it is also likely that you can feel cheated because you spent several minutes of your life reading an ordinary advertisement. All these are tricks of the phenomenon called native advertising.