This research aims to discuss the advantages and disadvantages of native and display ads and argues that the winner-takes-all rule does not apply here. We conducted an experimental study and manipulated the two forms of advertising (native ad & display ad) on the news website page. Voluntary participants were recruited to the laboratory and were given the reading task. Participants’ gaze behavior, brand attitude and brand memory were measured in this study. Across two experiments, this research demonstrated that native ad generates more consumer gaze and greater brand memory than do display ad, but display ads more effectively increase brand attitudes. Findings from this study provide insights into the difference advertising effectiveness between display ads and native ad. The winner-takes-all rule does not apply because different formats affect different aspects of consumer behavior. The finding suggests that advertisers should define their goal when choosing the types of ads to purchase.