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BtoB

CNET debuts 'interactive archway' ad format

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San Francisco--CNET Networks Inc. announced Tuesday the debut of the first "interactive archway" advertising unit on its CNET News.com Web site.

As CNET describes it, the interactive archway ad unit “begins with a five-second introduction and dissolves to an anchor position that wraps around News.com's top story.”

The interactive archway supports multiple screens and different options for the user, allowing marketers to provide in-depth content in a single unit.

Sun Microsystems is the first company to use this new ad unit. Beyond Interactive, Sun's interactive agency, developed the unit in conjunction with CNET Networks, using a combination of Macromedia Flash and the commercial break ad format from the Eyeblaster Rich Media Platform.

--Sean Callahan

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