Social networking in web ads is frequently limited to sharing buttons -- it's hard to get involved with companies short of visiting their news feeds on your own. Google's new +Post ad format could turn these sales pitches into true conversations. The technology converts a brand's existing Google+ posts into web ads with a full social component; you can comment on ads, repost them and join live Hangouts without leaving the page you're visiting. Only brands like Cadbury UK, Ritz and Toyota USA are testing +Post ads right now, but Google plans to broaden the platform's reach in the months ahead. Don't be surprised if Google+ quickly becomes ubiquitous on the ad-supported internet.