Google is testing ads in its app Feed

Ad-free footprints don’t last long online. Especially if that footprint is controlled by Google. The online ad giant is now testing native ads in the Google Feed.

Users began noticing them this week, Android Police first reported.

Previously branded Google Now, the Google Feed displays personalized content in the Google app. Below is a Feed ad from Applebee’s posted by Yifat Cohen.

Applebee’s ad in the Google Feed app. Source: +YifatCohen.

In keeping with the look of the content cards in the stream, the Feed ads feature an image, headline and description. What distinguishes the feed ads from organic content is the green “Ad” icon that Google uses in Search and the display URL of the advertiser.

A Google spokesperson confirmed the test to VentureBeat and supplied the following standard statement: “We’re always testing new ways to improve our experience for our advertisers and users, but don’t have anything specific to announce right now.”