Yahoo has begun rolling out mobile-first native ads on its properties.

The ad units are image-led, but designed to look and act like the content around them. The ads will appear across Yahoos mobile and desktop presence, within image galleries, article pages and users’ personalised content streams. When interacted with, the ads can either lead the user directly to the brand’s site or trigger a full-screen visual.

“We are committed to delivering outstanding advertising that is designed specifically for mobile and integrated across our new experiences,” said Ned Brody, head of Americas at Yahoo. And the mobile-first design of the ads makes a lot of sense, considering that more than half of Yahoos global monthly active users come from a mobile device.

“Over the past year, we’ve reinvented nearly all of our products to be more visually stunning and effortless for our audiences, and we have always believed that the advertising experience should be just as beautiful and engaging,” Brody said.

The ads are available through Yahoos Gemini ad marketplace, which launched in February to bring Yahoos mobile search and native advertising under one roof.