Google's new Gmail ads

I noticed an icon in my Gmail sidebar above one of the traditional ads.

I think this is new. Newish. The result is a new type of ad that looks like an email message.

As Google says;

It's a new type of ad that you can save to your inbox or forward on. If you dimiss this ad, you won't see it again."

Have you seen this before?

What do you think of the approach? I quite like it; it feels like a natural social ad and has the potential to be a word of mouth/recommendation too. At the same time it doesn't get in the way of my Gmail experience and does not feel creepy.

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