In a bid to provide publishers with the opportunity to create more responsive ads, the search engine giant has introduced three new native advertising formats for AdSense.  

The new additions to Google’s advertising placement service include in-article, in-feed and matched content, all of which can be customised to fit in with the publisher’s mobile site.

Dale Lovell, chief digital officer and UK MD for native ad specialist ADYOULIKE, believes Google’s shift to develop its native offerings proves how the formats is hitting home with audiences, especially on smaller screens.

“The move indicates how important mobile has become to advertisers and publishers looking to monetise their audiences. Native is the only form of advertising that works across devices, and the newest integration to AdSense signals that Google has caught onto this.”

Indeed, native advertising has been growing across a number of key platforms; most (80%) of Facebook’s ad revenue comes from native.

“It [native] recognises the need for targeted and responsive ads across devices and in-feed. As Forrester’s recent report highlighted, people have less time and patience for dealing with digital advertising interruptions, meaning ad blocking will continue to be on the rise,” Lovell explained.

He predicts that following Google’s Adsense update, the industry will continue experiencing the adoption of in-feed units to provide consumers with content they find interesting and without interruptions, whether content is sponsored or not.