Google is counting on cell native promoting with new AdSense codecs
Google is filling the gap that remains one of the biggest weaknesses in mobile advertising: native ads. On Wednesday, the company announced the introduction of native ads to all AdSense publishers.
AdSense native ad formats include in-feed, in-article, and matched content. All can be customized to match the look and feel of the publisher’s mobile websites. Publishers can use any or all of these ad categories on their websites.
Matched Content is Google’s content recommendation product launched in 2015 for AdSense publishers to promote their own content. Eligible publishers can now serve relevant ads in their ad units with content recommendations that appear at the bottom of the articles.
On the advertiser’s side, these units are filled with the responsive ads that Google has pushed hard.
Facebook’s mobile native ads are now responsible for around 80 percent of the social network’s advertising revenue. Google’s introduction of native ads is also an opportunity for the native ad platform Sharethrough, which has enabled native ads for publishers and apps across its network since 2014.
About the author
Ginny Marvin was formerly the editor-in-chief of Third Door Media, overseeing daily editorial operations for all publications and overseeing coverage in the paid media. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land, and MarTech Today. With over 15 years of marketing experience, Ginny has held both internal and agency management positions. She can be found on Twitter as @ginnymarvin.