Google tests a new ad block below messages. It's not available to everyone, so Google probably tests its effectiveness.
Jordon, a Gmail user who spotted the new ad format, thinks it's "a bit more direct than other GMail ads", while Daniel Spiewak finds it annoying. It's certainly more noticeable than the ads from the right sidebar and you might accidentally click it when you try to reply to a message.
{ Thanks, Websonic, Jordon and Vasu. }
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