Google's test reportedly involves 30 advertisers, including Southwest, Crate & Barrel, and Virgin America.
Separately, Google's search ad placement algorithm (Ad Rank) is now incentivizing advertisers to include "ad extensions" (secondary ad links below a main link) within search ads. Ads containing extensions usually take up much more space than standard search ads, and (if broadly deployed) could end up lifting ad prices.
Billboard reports YouTube will launch a Spotify-like music service featuring both free (ad-supported) and subscription tiers later this year. In addition to removing ads, the subscription tier is said to support offline caching.