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http://www.wsj.com/articles/new-york-times-shuns-banner-ads-in-favor-of-proprietary-ad-format-1475661662

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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Marketers looking to take a strategic approach to social commerce can carefully consider platforms’ audiences, capabilities, and customer experiences.

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This copy is for your personal, non-commercial use only. Distribution and use of this material are governed by our Subscriber Agreement and by copyright law. For non-personal use or to order multiple copies, please contact Dow Jones Reprints at 1-800-843-0008 or visit www.djreprints.com.