Dive summary: 

• The New York Times Idea Lab, an internal department that is responsible for applying editorial to innovations to new ad products, is launching iPad ads that are standardized, but still interactive. 
• The idea, which the publisher is calling TimesAction, is to bring to tablets what is already occurring on the web; the company's adoption of specifications of the Interactive Advertising Bureau will be a key component to the effort.
• The Times has tried to avoid the native advertising trend so far and has instead turned focus to the creativity of the type of ads it runs. 

From the article: 

"'We want to bring some of the same interactive and engaging qualities of the best web advertising around into a mobile environment,' said Todd Haskell, group VP-advertising at The Times. Previously, most ads that ran on the Times website -- particularly the rich media units -- could not run on the tablet, according to Mr. Haskell. Translating them for tablets was costly and time consuming."