Publishers and advertisers alike are looking for ways to offer readers engaging and less-interruptive experiences with native/branded content. Some are experimenting with different ad formats and sizes like the Immersion Unit developed by Flite, a creative management platform.

The New York Times started using Immersion Units late last year and the format has quickly evolved as a go-to format that the Times has incorporated into premium ad offerings.

As described by Flite, the units are designed to deliver content-rich native experiences with non-standard ad sizes. These in-stream ad units are helping publishers increase engagement rates.

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