[iab.com...]

The scroller runs inline within a content feed, scrolling smoothly onto and off the screen as a user scrolls through an article. While it’s a large canvas, because it is inline in a feed it does not run on top of or block underlying content, a major user annoyance. It’s a little hard to do it justice with a verbal description, ....

I came across this today, a website I do some work for was offered an opportunity to test these ad-formats by Media.net. Other companies appear to be offering these formats as well.

Any thoughts on this new format.

I thinks its innovative, it is sure to capture the user's attention. But innovative is not always good, user don't generally like change.