“…Also, our paper is related to the literature on the design of sponsored search ads, such as rules to efficiently allocate ad slots (Athey and Ellison (2011), Yao and Mela (2011), Choi and Mela (2019)) and the role of positions and ranking (Ghose et al (2014), Narayanan and Kalyanam (2015), Jeziorski and Moorthy (2018), Ursu (2018)). In particular, our paper speaks to issues regarding native ads (Aribarg and Schwartz (2020), Sahni and Nair (2020b), Revel et al (2021)). Our findings imply that platforms could gain revenue from less salient ad disclosure (i.e., more native), although we cannot extrapolate the results to extreme cases of non-disclosure, or speak to the long-term effect.…”