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Times newsroom's interactive innovation inspires ad side
An interactive graphic in The New York Times' online Arts section last fall was the inspiration behind a new ad format being offered for the paper's website. The Arts graphic allowed digital viewers to run a cursor over a painting to reveal another painting beneath. "We don't ever get a heads up from the newsroom, but as we discover something or see something we like ... we say to ourselves, 'Do we need their code or can we build it ourselves?' " said Tracy Quitasol, executive director of product marketing and ad platform innovation.

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