Quote by Thinking Beyond the Online Banner

Several other Web publishers, particularly in social media — including Facebook and Digg — are moving away from a reliance on typical display ads and pricing methods as the linchpins of their ad efforts. Instead, they’re rolling out unique units and pricing systems, betting advertisers will find custom campaigns worth the extra time and effort.

Thinking Beyond the Online Banner

This trend is accelerating - not only are smaller publishers and ad networks launching their own ad formats and pricing models, but they also take on the production work required to adapt agencies’ creative. 

P.S. Although the title of the article is "Thinking Beyond the Online Banner", I was still greeted by AdWeek.com with a nice bigbox interstitial.