The team at Unruly Media often sheds light on interesting statistical finds related to social advertising, but Unruly’s latest update concerns its own product. It has launched Unruly In-Feed, a new ad format that allows brand content to dynamically adapt to the layout around it.

In-Feed advertising makes of what Unruly calls “Liquid Layout Technology”, which is a fancy way of saying the In-Feed ads dynamically reshape themselves depending on the look of the content around them. This technology is a strong development on mobile devices, where Unruly claims it offers a “truly native” experience. The company’s press release cites a recent report that claims 70% of all video views will come on mobile devices by 2016.

“There’s a growing expectation that social ads will be delivered as part of the content stream and deeply integrated within the content experience rather than being shoved off in a sidebar or banner,” said Scott Button, Founder and CEO at Unruly, in a release. “Facebook premium video ads are set to shake up the video ecosystem and Unruly is now providing advertisers with even more choice, allowing them to launch in-feed video ads across the Open Web, in premium media environments.”

The first brand to make use of the new In-Feed ads is Adidas. The shoe company has employed the chameleonic new service as part of its #predatorinstinct campaign, so keep an eye out for those videos across the web. If Unruly’s In-Feed as are truly as native as advertised, pointing out Adidas’ content may require a close look.

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