Dive Brief:

• A new AdSense format modifies text ads into display formats dubbed "magazine ads," meant to mimic the text ads that appear in print magazines. 
• The ads, which emphasize space and typography, will automatically display with any publisher that has display ads on their site, but those publishers have the option to disable the ads in AdSense dashboard. 
• The goal for adding text ads into the display mix is to increase cost-per-click and publisher revenue on display ads by upping competition. 

Dive Insight:

This display-friendly format seems like something that AdSense or others in advertising would have thought of earlier. It's a simple way to find more homes for text ads — especially with publications that only use display ads on their sites. It's also cheaper to create the ads because there is no need to develop graphics, so text ad creators could potentially get a lot more bang for their buck even if they are spending more on CPC to win auctions.