The New York Times' Idea Lab is working to produce new ideas to enhance the effectiveness of that digital standby, the banner ad. One idea allows viewers to watch a live conference through an ad and another provides real-time event-related timelines, though the paper will continue to run standard ads as well. "The challenge of any advertising format is to achieve scale: You want to, as an agency, place one buy and get your fantastic ad campaign in 20 to 30 million homes at a pop. The easiest way to achieve scale is to participate in the bottoms-up industry-wide programs to develop and implement these standards," said IAB CEO Randall Rothenberg.