Google AdSense launches new Ad Intents format for Auto ads

Google AdSense users can now choose to have Auto Ads show as “ad intents” through the platform (in addition to overlap and in-page formats). An ad intent is an “intent-driven format that places links and anchors into existing text and pages on your site related to your content,” according to Google. Those links take the users interacting with it to a Google Search Result page containing both organic results and paid ads. This new format could mean more revenue for publishers who opt into Auto Ads, but it could also mean traffic that would have gone to a publisher’s placement ad now goes to a Google SERP. In response to a post on X accusing Google of stealing traffic share from sites on the SERP, Ginny Marvin, Google Ads Liaison, wrote: