Native advertising is a new form of advertising that is increasingly present in the media thanks to the development of digital technologies. The main characteristic of this form of advertising is it’s unobtrusiveness. Namely, the native ad mimics the style and format of the platform on which it is located, so it naturally fits in with other content. The aim of this paper was to explore the ways in which advertisers are promoted within native articles. Using the method of quantitative content analysis, articles published on the internet portals 24sata and Jutarnji.hr in the period from January 1 to June 1, 2020 were analyzed. The sample consists of a total of 103 articles, of which 75 are from the internet portal 24sata, and 28 from Jutarnji.hr. The results show that in most articles (69%) there is no excessively positive-evaluation communication for the purpose of displaying the subject of the ad, which is explained by the advertiser's awareness of the importance of unobtrusiveness and integration with other content on the platform. Furthermore, it has been confirmed that the most common method of promotion of advertiser is by using the name tags is in the header or footer of the article. All of the 103 analyzed articles had a paid content tag. This finding is in line with the expectations due to the legal prohibitions on surreptitious advertising and the ethical principles that guide the journalistic profession.