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(131w) As news media developed native advertising to attract advertisers, they depend on an increasing cost (time and energy) of news users to engage with it. Thus, they have to take news users’ needs into account as well. Following stakeholder marketing and service-dominant logic, this paper contends that the news ecosystem is a service ecosystem with value exchanged and co-created between stakeholders. Through in-depth interviews with users from a popular free news app, this study explores how news users perceive the value exchange of native advertising on news sites and the perceived value of individual native advertisements. The perceived value is determined by news users’ goal to consume newsworthy and informative content. To cater for this goal, native advertising needs to properly align content, advertiser type and ad position in the newsfeed.