Over the past decade, in-feed native advertising has become one of the most popular forms of online advertising, attracting attention from both academia and industry. Compared to traditional online ads, in-feed native ads are less intrusive and have more engaging content, effectively reducing users' tendency to avoid ads and improving advertising effectiveness. Despite existing review studies, most of them focus on specific aspects of in-feed native advertising, such as ad identification, disclosure, or regulation, and lack an overview of the relevant literature. Moreover, with the diversified development of digital media forms, the widespread application of AI technologies, and the improvement of consumers' ad literacy, in-feed native ad research faces new issues and practical challenges. Thus, a systematic review of existing research is necessary to identify valuable future research directions.

The electro-Fenton (EF) process was first proposed in 1996 and, since then, considerable development has been achieved for its application in wastewater treatment, especially at lab and pilot scale. After more than 25 years, the high efficiency, versatility and environmental compatibility of EF process has been demonstrated. In this review, bibliometrics has been adopted as a tool that allows quantifying the development of EF as well as introducing some useful correlations. As a result, information is summarized in a more visual manner that can be easily analyzed and interpreted as compared to conventional reviewing. During the recent decades under review, 83 countries have contributed to the dramatic growth of EF publications, with China, Spain and France leading the publication output. The top 12 most cited articles, along with the top 32 most productive authors in the EF field, have been screened. Four stages have been identified as main descriptors of the development of EF throughout these years, being each stage characterized by relevant breakthroughs. To conclude, a general cognitive model for the EF process is proposed, including atomic, microscopic and macroscopic views, and future perspectives are discussed.