Yahoo's Up for 'Pushdown'

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 oversize 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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in