New York Times Shuns Banner Ads in Favor of Proprietary Ad Format

The New York Times is moving away from standardized “banner” advertisements on its website and plans to replace them with its own proprietary display ad formats.

Online banner advertising has become increasingly commoditized in recent years, with the same standardized, rectangular formats appearing on sites across the web. Marketers lament the lack of creativity in the format and have started to question its effectiveness, which has driven down ad prices. Meanwhile, platforms such as Facebook and Google have built huge ad businesses with their own proprietary or “native” ad formats and offerings.

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