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How can publishers make mobile advertising more interesting and less intrusive? For Time Inc., one bet is a new ad unit called Double Snap, which the publishing giant will use to promote the Toyota Avalon this week on the mobile websites of People, Sports Illustrated and Entertainment Weekly.
Here's how Double Snap works. A small Toyota banner ad follows a user as they scroll down a page to see more content. Then about halfway down the page, the mini banner "snaps" into a larger ad.
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