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Google's new play for mobile ads

Google's introducing three new ad formats for AdSense, its ad placement service that serves millions of advertisers globally. The new formats are "native" ad formats, meaning they are highly customizable to match the look and feel of a publishers' content, and are very mobile-friendly.

From a user perspective, native formats can make for a less intrusive experience, although can sometimes be confused with content if not properly labeled. From a publisher perspective, the updates will make it easier to create ads for different screen sizes.

Why it matters: Google has been aggressively pushing efforts to improve the user ad experience on its platform, including these new ad units, but some search engine optimization experts argue the changes will only further bury publishers' organic content on its platform.