The middle of the screen is more valuable real estate
Advertisers are just warming up to the idea that publishers no longer want to confine them to the top and sides of the screen. Ads, which are natively woven into content and editorial, are far more valuable and publishers are offering that space more and more for sale.
Publishers are changing their sites to phase out boxes and banners
The New York Times and Boston.com are already blowing up the box. Increasingly, large websites (as well as startups) are reformatting their layouts to move away from the leaderboard and medium rectangle. Here's how agencies are starting the conversation with publishers to embrace a native ad-serving format over traditional setups.
People don't like standard ads
When a successful click-through-rate is anything above 1 percent, the industry knows that a change is needed. Here's why ads interwoven in content are achieving much higher performance, engagement, and favorability from consumers.