Dive Brief:

• Google's new responsive ads Lightbox ad units—originally introduced in Sept— are now open to all advertisers via AdWords. 
• The interactive ads, which work for both mobile and desktop, pull in media from places like YouTube, Google+, and Google maps. 
• The ads are priced on a cost-per-engagement basis, which means advertisers are only charged when a user hovers over the ad to expand it. 

Dive Insight: 

As an industry, it has pretty much been decided that display ads no longer make the cut. In a world where advertisers are screaming to be heard—interactive elements like what Lightbox offers could help them stand out. By interacting with media that advertisers likely already use, Lightbox makes telling a compelling story even easier.