Yahoo has jumped aboard the native badwagon with the launch of a native ad format, Yahoo Stream Ads, across a number of its Yahoo properties in Europe, though the only confirmed ones are the Yahoo homepage and Yahoo Mail.

This is Yahoos second native announcement in just over a week, in fact. Last week, it announced the launch of native ads on its US properties. These ads appear across Yahoo’s mobile and desktop presence, within image galleries, article pages and users’ personalised content streams.

Yahoo Stream Ads are marked as ads, but seamlessly integrated with the content of a page, and are designed to look and act just like the stories and format around them.

In a blog post, Nick Hugh, VP and head of network and platforms for Yahoo EMEA, said the predicted growth in the number of connected mobile devices over the next three years “calls for new ad formats which offer far more immersive and contextual experiences that can be optimised across different screens.”

Which, of course, is exactly what Stream Ads aim to do.