Publishers and advertisers are constantly seeking new ways to offer readers engaging and less-interruptive experiences with native/branded content.

Some, including The New York Times, are experimenting with different ad formats and sizes like the Immersion Unit developed by Flite. 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. 

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 and making advertisers see the merit in leveraging a CMP like Flite.

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