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. With header bidding threatening the concept of the waterfall and responsive placements threatening the concept of the hard-coded ad placement, the heavy lifting of the publisher-side ad server is now being done by other players in the system. “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. “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,