Google is testing ads in its app Feed

The Google Feed offers up an un-tapped source of mobile ad inventory.

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Ad-free footprints don’t last long online. Especially if that footprint is controlled by Google. The online ad giant is now testing native ads in the Google Feed.

Users began noticing them this week, Android Police first reported.

Previously branded Google Now, the Google Feed displays personalized content in the Google app. Below is a Feed ad from Applebee’s posted by Yifat Cohen.

Google Feed Ad Source YifatCohen

Applebee’s ad in the Google Feed app. Source: +YifatCohen.

In keeping with the look of the content cards in the stream, the Feed ads feature an image, headline and description. What distinguishes the feed ads from organic content is the green “Ad” icon that Google uses in Search and the display URL of the advertiser.

A Google spokesperson confirmed the test to VentureBeat and supplied the following standard statement: “We’re always testing new ways to improve our experience for our advertisers and users, but don’t have anything specific to announce right now.”

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About the author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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