Advertisers can also work with the Times’ in-house creative shop to produce something more bespoke. The New York Times will reduce its reliance on traditional Newspaper Advertising Bureau standards by focusing on its Flex Frame initiative , according to the vice president of ad services at Eyereturn Marketing . This could make some of the traditional roles of publisher - side ad servers obsolete , as reverse - bidding threatens the continuation of waterfall and responsive advertising , as well as hard - coded ad placements .
The New York Times will reduce its reliance on traditional Newspaper Advertising Bureau standards by focusing on its Flex Frame initiative , according to the vice president of ad services at Eyereturn Marketing . This could make some of the traditional roles of publisher - side ad servers obsolete , as reverse - bidding threatens the continuation of waterfall and responsive advertising , as well as hard - coded ad placements .