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Considering the magazine-heavy resume of The Daily Beast founder Tina Brown, it stands to reason the Web publisher would take her cues from that world. But rather than adopt the banner, the most magazine-like Internet ad format, the IAC-owned Daily Beast has sworn off "traditional" Web ads in favor of custom executions.

"[Banners] are small and standard, and have been in exactly the same place for so many years it's an easy user behavior to ignore them," said Caroline Marks, gm of The Daily Beast, which launched nearly eight months ago. "We felt the need to challenge the existing product set and look for new products to help advertisers leverage the benefits of interactivity."

Read the full story on AdWeek