Michael Wong

Forbes.com said on Thursday it would join NYTimes.com and CBS MarketWatch in offering a half-page ad format, measuring 368 pixels by 850. The ad is a combination of two successful large formats: the large rectangle and the skyscraper. According to DoubleClick's fourth-quarter ad serving trend report, skyscrapers were second most popular unit, accounting for 8.3 percent of total volume. The use of large rectangles grew 300 percent over the year, although it still represented just over 2 percent of total ads served. Despite many reports of its demise, DoubleClick tracked the much-maligned 468 x 60 banner as accounting for half of all ads it served. However, the trend toward larger units has been undeniable. In its suite of standard ad units rolled out in December, the Interactive Advertising Bureau shifted toward larger units, noticeably leaving the banner out of the four endorsed sizes. [Full story: Forbes.com Offers Half-Page Ad Format - Internet News]

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