Google Expands Its Ad Formats With Lightbox

Banner's hover trigger aligns with viewability push

AOL isn’t the only company to use Advertising Week as a stage on which to unfurl new big banners. On Tuesday, Google added the expandable Lightbox format to its display arsenal. The ad unit first appears as a standard display ad, but when a user’s mouse hovers over it for at least two seconds, it expands into a page takeover.