Native advertising, as the new darling of brand marketing communication in the digital age, is widely used in major new media platforms, driving in-depth discussion and research on native advertising. However, the existing research on native advertising has problems such as inconsistent concepts, scattered research systems, and inconsistent conclusions on advertising effectiveness, which hinder the further development of native advertising research. Combined with the literature research methods, and based on the “5W model” of the communication process, this paper clarifies the concept and types of native advertising, summarizes and analyzes the influencing factors of native advertising effectiveness in existing research, outlines the existing research outline, and discusses future research directions, in order to provide a foundation and ideas for future theoretical research and corporate practice in this field.