A New (Full-Page) Look for Online Ads

NEW YORK 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 in his cause: the creation of 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-page, deliberately intrusive placement built to showcase traditional 15- and 30-second TV spots.

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