Google’s new mobile formats aim to make its advertising more valuable for consumers by letting them engage with brands’ products on the mobile web in more immersive ways, a vital move for Google’s ad growth amid greater competition from popular apps such as games that vie for the attention of mobile users.
Google also wants to support the e-commerce efforts of its advertisers as the rivalry with Amazon heightens. The e-commerce giant has made a significant push into the digital ad market in the past two years with similar immersive ad formats.
