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NY Times expands ad capabilities for iPad News App

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New York—The New York Times this week added new advertising capabilities and mobile rich-media ad interface definitions for its iPad News App. Developed by the New York Times Idea Lab and called TimesAction, the MRAID-enabled ad units allow users to download various types of information from an ad to their iPad, including music or videos, special offers and appointment or event information. Another unit enables advertisers to include a panoramic picture navigated by touch-and-swipe motions in an ad. “The introduction of these new units cuts development time dramatically and reduces the complexity associated with building an elaborate custom unit while offering advertisers access to the Times' unparalleled scale on the iPad,” said Todd Haskell, the Times' group VP-advertising, in a statement.
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