The New York Times will reduce its reliance on traditional Internet Advertising Bureau standards by focusing on its Flex Frame initiative, according to the vice president of client services at Eyereturn Marketing. “While we are still evaluating our advertising strategy, it is clear that a more flexible approach is needed for us and our clients,” said Scott Brown, who oversees marketing strategy for Eyeereturn,
The New York Times will reduce its reliance on traditional Internet Advertising Bureau standards by focusing on its Flex Frame initiative, according to the vice president of client services at Eyereturn Marketing. This could make some of the traditional roles of publisher-side ad servers obsolete, as header-bidding threatens the continuation of waterfall and responsive placements, as well as hard-coded ad placements.