As mobile website traffic increases, publishers are looking for ways to monetize users visiting through smartphones. The experience on mobile devices is much different from the desktop, as you likely know, so why aren't mobile ads matching the expectations and demands of users? Well, they're beginning to.
In late November, Google released a new AdSense feature (a new ad format, really), dubbed Mobile anchor ads, that works by allowing a 320x50 banner ad unit to be anchored - meaning it remains static or constant - at the bottom of the smartphone screen as users scroll. That's a valuable development for publishers and advertisers as it will dramatically increase the view-ability and performance of mobile ads.
What's unique about the ad format is that users will actually maintain control of their viewing experience as they can dismiss the ad (for example, if those ads are irrelevant or if they just want to free up screen space) by swiping the ad left or right. Should the mobile user dismiss the ad, it will not appear again unless the user reloads the page or visits another page.