Dive summary: 

• Gawker Media is working to please advertisers by making the ubiquitous 250 x 300 IAB ad box—commonly known as the banner ad—more visible across every page of its sites. 
• The ads follow the visitor wherever they go on the site and, according to Gawker, the new design doubles the click-rates for those ads placed in the boxes. 
• The publisher has made these design changes under the theory that advertisers will pay more for banner ads that are prominently displayed and with less competition from other ads on the page. 

From the article: 

"Gawker isn’t the only publisher ensuring more of its ads are actually seen. Business Insider recently redesigned its site specifically to increase the number of viewable ads it serves. Around 70 percent of its impressions are now seen by users, its chief revenue officer, Pete Spande, said Thursday during Digiday’s Programmatic Breakfast."