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Google is now offering programmatic ads for native content and mobile video publishers, working with its DoubleClick clients like eBay.
Such publishers can make native ad units available for programmatic demand on Google's open-auction and private marketplaces. The feature is now available in apps and will be available within a few months for cross-screen native ads.
"There's no question that the rise of mobile has reshaped the consumer journey from dedicated online sessions to hundreds of micro-moments where they turn to the nearest device to answer a need in the moment," Google's director of product management Jonathan Bellack wrote in a blog post this morning.
Aforementioned eBay is one of the first publishers to get onboard with the format for native ads.