Advertisers can plug anything they want on Facebook and Twitter for free. And if they pay up, they can take those posts and transform them into “native” ads, so more people can see them.
Now Google is trying the same thing with its Google+ social network.
The big twist: The Google+ posts that brands turn into ads won’t be “native” ads, because they won’t run on Google+, which doesn’t allow (formal) ads. Instead, the ads will run around the Web, on sites that use Google’s massive ad network.
Google is calling these “+Post” ads, and has been testing them out with a few advertisers. I have yet to see one in the wild, though Google is suggesting that will change soon.
This is very much in the Beta stage at the moment and I should imagine it will be given to publishers as another AdSense Ad format or with the option of turning it off. I don't think publishers would be happy having this forced upon them or having to block Google. I have no doubt that news will be emailed to us publishers soon.