Dive Brief:

• Marketing tech firm Unruly has launched a new in-stream video ad format that offers new opportunities for native ads. 
• The solution automatically adapts the video ads to match the publishers surroundings across Open Web, which makes it a perfect match for mobile responsive websites. 
• Unruly claims that 100 publishers —including IDG — are already running that native video ad format. 

Dive Insight: 

Increasingly, it's becoming clear that in-stream ads are more effective than banner or side ads that can be easily ignored. And on smaller mobile screens the difference becomes magnified. A tool like the one Unruly is releasing could be a game changer as more publishers move to in-stream ads.