Halogen Network

The Daily Beast has quickly become one of our daily reads – a smart, visual survey of the stories that deserve a read from around the web. Part serious, part guilty pleasure, it will add even more pressure on publishers like the NYTimes.com. We also like the way Tina Brown and her team at The Daily Beast have approached the revenue side of the business: no IAB ad units, only custom campaigns that really integrate the brand into the readership experience.

For this reason, and because of the quality of its audience, Halogen is honored to be representing the site and working with agencies and luxury brand clients on ways to engage their growing audience. Hopefully we will have a few campaigns to show you in the coming months.

More from Tina Brown on their unique ad approach, via another one of our publishers, Silicon Alley Insider.

We don’t think that publishers should all start pulling down IAB ad units, but we do think that more creative, integrated and yes, intrusive, ad treatments are needed to engage the reader – and move the digital ad business away from its direct response roots.

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