Google's Matched Content
Advertising that looks like an ad, but is not in fact, an ad.
Google's Matched Content helps helps publishers serve ads to their visitors based on Google's knowledge of that user, and also, side-by-side, recommends content from that Publisher's website to the visitor.
It's a win-win for everyone?
It even works with AMP. See it in action here -
https://www.hungryforever.com/recipe/...
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