by: Charlie Warzel | Ad Week

In the constant struggle to deliver an engaging, dynamic ad experience on the Web, The New York Times has been pulling out all the stops lately.

Starting today (Monday, Feb. 11), in concert with the Times' Idea Lab, the National Geographic Channel will be running a weeklong rotational ad unit on NYTimes.com, which will feature a custom interactive ad unit embedded with the paper's digital archive, TimesMachine.