Called "native ads" in the mobile space, which are all over Yahoo!'s mobile apps (see Yahoo! Weather for a simple, relevant example), and offered to other publi

Called "native ads" in the mobile space, which are all over Yahoo!'s mobile apps (see Yahoo! Weather for a simple, relevant example), and offered to other publishers through their Yahoo! Gemini platform. So not only does Yahoo! run the currently "hot" ad unit (they also do rewarded video), they own it.