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The concept: Searchable ads that float on page

The technology: Dynamic HTML

The scoop: has created a new ad format using DHTML, a programming language that shipped in Microsoft Internet Explorer 4.0 and Netscape Navigator 4.0. The first ad, created for, lets users highlight words in news stories on the site, then hit a button in the ad to search the book store for related books. Search results appear on a second screen that launches, linking to the site.

"It's a powerful way to get users engaged," said Scott Moore, director of advertising at MSNBC. The ad is called Sticky Search because it stays on the page as the user clicks down through text. But don't look for it if you're using Netscape; for now, it's only available on IE 4.0

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