Web to Soon See :30s

David Payne wants to radically alter what online ads look like and how they get sold. And he’s recruiting some of Web publishing’s heavy hitters to help his cause, which is nothing less than creating a new standard video ad unit for the Internet that can be sold much like TV.

This summer, Payne’s company ShortTail Media will initiate a beta test of what it’s calling the Digital 30 (D30), a full-screen, deliberately intrusive placement built to showcase traditional 15- and 30-second TV spots.

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