Google AdSense has launched new native ads for "In-feed, In-article, and Matched content*."
*This format has already been available to eligible publishers, and is now part of AdSense Native ads.
Available to all publishers, In-feed ads will drop into your feeds where you might have a list of articles, matching the look of the feed.
The In-article ads are available to all publishers and inserts ads between paragraphs on your pages.
Matched content is only for publishers that meet certain eligibility criteria.
[support.google.com] and the idea is that it drives users towards your content to help increase earnings.