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Mashable is set to unveil a beta launch redesign on Wednesday (Nov. 14) aimed at putting the social media-centric publication at the center of both the data-driven publishing and native advertising movements.
On the ad front, the site will adopt an infinite scrolling mechanism, designed to only serve "below the fold" ad units when a reader actually scrolls down the page. That will help Mashable make the argument to advertisers that it only serves viewable impressions—a standard many in the online ad world hope becomes commonplace, as the industry strives to adopt a common ad currency.