Interesting new feature has appeared in Google Ads. There are now links to swap the ads to a slightly different set.

The ads are turning into content. In one sense, it's a promising evolution. Advertisers (or Google on the advertiser's behalf) are starting to see their message as something people will want to read. At the same time, as the ad-bar becomes a kind of contentful space controlled by Google. What else might they choose to put there?