Smart publishers, brand marketers and agencies will participate in creating the new digital advertising order by adopting and experimenting with new mobile, native, digital video and, yes, browser banner formats like the IAB Rising Stars.
A digital ad ghetto, consisting of the right rail and leaderboard, became embedded in the digital advertising world early and has stubbornly held on despite advances in device forms and capabilities, bandwidth and user expectations.
Source: Bye, Bye Banner: Emerging Display Formats & What Marketers Need To Know
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