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Google wants publishers to grow their business faster.
Related content - keep users moving through your site by promoting related articles or products
I spoke with the Mobile Googler and she said an adaptive ad unit is something they're talking about doing. She also pointed out Forbes.com's implementation of mobile ads that changes according to whether the mobile device is displaying the site in landscape or portrait mode. The ad bounces around from top of page to in content, depending how the site is displayed by the mobile device.