Google Is Introducing Native Video Ads for Mobile Publishers

Also expanding its Exchange Bidding format to mobile apps

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If Google's research is correct, more than half of all smartphone users give up trying to load mobile websites if it takes longer than three seconds. Because of that, Google is moving forward with several beta offerings to help publishers and advertisers make their mobile formats more efficient.

Today, the search and video giant introduced native video ads for publishers, an offering through its DoubleClick platform that the company says could speed up video on publishers' mobile websites while also driving more revenue.

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