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so the ads are now look exactly the same as the SERPs
Let's see. Orange vs. Blue. I can't figure out which one is more masked on the SERPS.
I'm pretty sure the hunter is wearing fluorescent orange to ensure that the prey can see them and stay away.
Obviously Google is trying to blend the ads in with the organic results, and is doing as much to that end as they think they can get away with.
That claim would make sense if the green "Ad" icon were less visible than the old yellow "Ad" icon. But the new green color has higher contrast against the page's white background than the yellow icon did. In other words, it stands out more, not less.
it's funny timing though, isn't it?