By: Ricardo Bilton | Digiday
As display ad prices continue to sink, publishers are turning to video to pick up the slack, even within articles.
Publishers like Slate and Reuters are stuffing video ads inside articles. The units, dubbed Teads inRead, are tied to scroll behavior, activating only when readers scroll past them. In other words, the ads give publishers all the benefits of video CPMs without the pressure to create actual video inventory. They’re also inherently viewable, which also gives the publishers using them an edge as buyers demand more viewable ads.
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