Practical news feed platforms generate a hybrid list of news articles and advertising items (e.g., products, services, or information) and many platforms optimize the position of news articles and advertisements independently. However, they should be arranged with careful consideration of each other, as we show in this study, since user behaviors toward advertisements are significantly affected by the news articles. This paper investigates the effect of news articles on users' ad consumption and shows the dependency between news and ad effectiveness. We conducted a service log analysis and showed that sessions with high-quality news article exposure had more ad consumption than those with low-quality news article exposure. Based on this result, we hypothesized that exposure to high-quality articles will lead to a high ad consumption rate. Thus, we conducted million-scale A/B testing to investigate the effect of high-quality articles on ad consumption, in which we prioritized high-quality articles in the ranking for the treatment group. The A/B test showed that the treatment group's ad consumption, such as the number of clicks, conversions, and sales, increased significantly while the number of article clicks decreased. We also found that users who prefer a social or economic topic had more ad consumption by stratified analysis. These insights regarding news articles and advertisements will help optimize news and ad effectiveness in rankings considering their mutual influence.

翻译：实际新闻推送平台会生成新闻文章与广告内容（如产品、服务或信息）的混合列表，许多平台独立优化新闻文章和广告的位置。然而，本研究表明，由于用户对广告的行为显著受新闻文章影响，这两类内容在排列时应充分考虑彼此间的关联。本文探讨了新闻文章对用户广告消费的影响，揭示了新闻与广告效果之间的依赖关系。通过服务日志分析，我们发现接触高质量新闻文章的会话中广告消费量高于接触低质量新闻文章的会话。基于这一结果，我们假设高质量文章的曝光将提升广告消费率。为此，我们开展了百万级A/B实验，通过为实验组优先排列高质量文章，探究其对广告消费的影响。实验结果显示，实验组的广告消费指标（如点击量、转化率和销售额）显著提升，但文章点击量有所下降。分层分析进一步发现，偏好社会或经济类话题的用户表现出更高的广告消费。这些关于新闻文章与广告的洞察有助于在考虑二者相互影响的基础上，优化新闻与广告在排序中的效果。