The Wall Street Journal, Reuters and other major publishers will test a new ad model designed to block Web-site content with video commercials for a minimum of 10 seconds before users would have the option of closing the ads, which would then transition into traditional banner ads. "This is going to be a natural evolution where those user-interruptive quotients are going a lot higher," said David Payne of ShortTail Media, which created the "Digital 30" video ad unit. "Display on its own can't support the content creation and delivery."

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