Dive Brief: 

• In an effort to streamline the process and gain better visibility, some publishers are using desktop-sized ads on mobile-optimized sites rather than mobile banners. 
• Ads that are 300 pixels wide display well on both desktop and mobile sites and are much more visible than the traditionally tiny mobile banner ad. 
• Publishers that are embracing the idea, like Business Insider and Mashable, are experimenting with placement within an article. Most are using one ad at the top and one at the bottom. 

Dive Insight:

On one hand, the idea that anything 300 pixels wide will display on desktop and mobile seems like a great way to streamline the process. But the reality has some issues. Yes, there is more visibility to users, but that large ad may alienate some readers. If the ad falls in the middle of an article, where some publishers are attempting to place the banners, readers could lose interest or be disappointed when they have to scroll through an ad to continue reading.