- Banners did not serve advertisers well. It's time to abandon them.
- Rich interaction is the future of online advertising - joint standardization allows users to acclimate to change with the least noise.
- Publishers cannot lay back and let Google commoditize online ads. The millions spent by Google to integrate CPM banners into AdWord is now wasted.
- Fixed, XXL, Pushdown - what a horrible set of names from a group that should understand branding. Gag. What can we expect from a committee of dinosaurs.
Nevertheless, urgency probably motivated the need to change. About time.