GOOG: Google's (GOOG -1.1%) DoubleClick unit doesn't...

2:28 PM Google's (GOOG -1.1%) DoubleClick unit doesn't want to be left out of the native ad boom, which could pose a threat to sales of the traditional display ads Google generates billions in revenue from. In a blog post, display ad chief Neal Mohan says Google is testing native ad formats with publishers, and "will be looking to expand in the coming months." Demand for native ads is soaring on social media platforms, with Facebook (Sponsored Stories), Twitter (Promoted Trends/Tweets), and Tumblr all on board the bandwagon. Mohan is also announcing new ad campaign management, inventory-measurement, and (aided by Wildfire) social media marketing tools for DoubleClick. Read comments

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