Yahoo Tries 'Pushdown' Ad Unit

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The Online Publishers Association, in its effort to get the digital publishing world to adopt bigger, bolder ad creative, just got a major boost from a nonmember.

Yahoo has quietly begun rolling out the OPA’s “Pushdown” ad unit — a placement introduced nearly a year ago as a means of creating more intrusive, brand-friendly creative units for the increasingly commodified display ad market.

The Pushdown, which takes over the majority of a site by temporarily pushing down the venue’s content, has been tested by a slew of big name publishers, including The New York Times, Discovery, Conde Nast and ESPN.

But until now, the Pushdown — and similar efforts at over-sized Web ads (like ShortTail Media’s D:30) — have been the domain of traditional media companies, which are looking to boost the value of their display inventory, and in most cases recoup the cost of producing content.

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