Having launched a redesigned news stream in the UK, Yahoo is now taking the experience a step further by rolling out a native advertising format.
Launching from today, the format – Yahoo Stream Ads – is designed to be delivered in the right context to enhance and not disrupt the user experience, and to look and act just like the stories and format around them.
Nick Hugh, VP and head of network and platforms for Yahoo EMEA, said: “This is an exciting step forward as we continue to launch more engaging, native advertising opportunities that are consistent across Yahoo, as well as across desktop, tablet and mobile, helping advertisers reach millions of people directly and seamlessly across all devices.
“Stay tuned for more in the coming months as we continue to focus on advertising that complements our products and content, all while complimenting the user experience.”
At launch, Yahoo Stream Ads will appear across several properties including the Yahoo homepage and Yahoo Mail.
Native advertising was one of the hot topics at this year’s Advertising Week Europe, where Yahoo held a panel dubbed ‘The Native Revolution’.