Tech Firms Tout New Online-Ad Formats (WSJ)

As media companies voice doubts about whether they can build their digital businesses on advertising alone, technology companies are trying hard to persuade them to think more creatively. In a range of interviews last week on the sidelines of Allen & Co.’s annual gathering of media moguls, companies ranging from upstarts to Internet giant Google touted the promise of new ad formats they said would outperform banner and search ads, the digital-ad industry’s current staples.

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