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Google Announces New “Lightbox” Ad Format: Advertisers Only Pay When Users Expand The Ad

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http://techcrunch.com – At Advertising Week, Google today introduced a new ad format called Lightbox, which is a standard ad unit that expands into a super-sized canvas takeover ad after a user hovers their mouse cursor over the ad. The company says that the ad will offer advertisers a way to pay only for engaged users, as advertisers will only pay when the ad is expanded, as opposed to clicked. For users, the ad is designed to minimize accidental expansions, as it requires the user to hover their mouse over the ad for two full seconds before the expansion occurs. Google says it has tested the ad format internally, a (IT news)