The search giant Google is one of the largest companies on the internet with the most dollars. But even with its giant grasps, it can't hold much of the mobile market if compared to social networks, especially Facebook.
There were speculations that concerned Google in losing its grip on the growing mobile universe. Advertisers have been speculating that Google won't be able to hold the mobile market, as good as it did when desktop computers ruled.
This can be seen with Google's ads on mobile that seem to be slowing and have their prices falling.
Google acknowledges that its key weakness in mobile advertising is in native ads. The company is trying to fix that by announcing the launch of native ads for all AdSense publishers.
The AdSense native ad formats introduce In-feed, In-article and Matched contents. All of the ad units can be customized to match the look and feel of the publishers' mobile websites. To further give the native ads advantages, publishers can also use any, or even all of these ad categories on their websites.
Matched content is recommended by Google since its launch in 2015. With it, AdSense publishers can promote their own content. Eligible publishers can show relevant ads in their Matched content units, will will appear at the bottom of articles.
As for advertisers, the native ad units are already populated with responsive ads. And because the ads are native, advertisers can expect a higher engagement due to the nature of their ads that blend better with their surroundings.
Mobile CPCs are growing up in developed markets, and will likely to continue as the internet reaches more places. But Google ads that were having slowing click volume growth is an indicator that shows how mobile is hurting Google.
Without the ability to impress mobile website visitors, Google won't be able to provide significant dollar revenue to publishers (and itself), and make advertisers happy with poor ad impression and clicks.
This is where native ads for AdSense should fit its role as a Google's savior. With native ads that work on mobile, Google aims to compete better against Facebook's mobile native ads which are already responsible for about 80 percent of the social giant's revenue.
To get started with AdSense Native ads, publishers need to add a new ad unit to select the ad category they want (In-article, In-feed or Matched content).