Google has launched a new AdSense ad format in which text ads are rendered in display formats called magazine ads.
Publishers that opt to only show display ads on their sites may now have text ad advertisers entering auctions for those ads. When a text advertiser wins an auction, the ad will appear in the magazine format. Presumably, adding text advertisers to the auction will increase CPCs and publisher revenues on display ads.
Why are they called magazine ads? “This format has been designed with print magazine ads in mind, putting a big emphasis on space and typography and displaying a new look distinctive from our regular text ads,” writes Yuheng Kuang, AdSense software engineer, in the announcement.
Magazine ads will automatically be set up for publishers that only have display ads enabled on their sites, though, there is an option to disable these ads in the My ads tab in AdSense accounts.
We have inquired with Google about what, if any, controls and reporting will be available to text advertisers and will update here with any response.