As digital marketing tactics become more integrated, natural, informed, we're seeing ad formats change alongside the content within them - to more specifically target the user.
The idea is that the physical manifestation of the content can integrate itself within the visual structure of the application itself. There are several benefits to this, such as: the content is not distracting, such as overlaid, pop-up, or skyscraper/ banners can be - and if relevant, the sponsored integrated content can be thought to be native/ natural (so long as the consumer is not deceived).
Marketers are becoming more clever with their ad formats to cater to a more critical and selective millennial generation. This can be seen more recently in Instagram, Snapchat, Facebook, Google Search Results, and Pinterest.
Reference:
http://mashable.com/2017/01/12/5-digital-marketing-trends-that-will-die-in-2017/#tmbXq4SToOqw
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