The technology has been developed around the Messaging Plus Unit (MPU) slot means that website users will not have to contend with in-house advertising once they return to the page.
Traditionally a large rectangular advert slot would appear in the middle of a screen of a Guardian Unlimited article, which would then linger in the form of a house advert when the user switched to a webpage not served with a campaign.
The practice has now been eradicated with new technology that will close the advertisement slot automatically once there is a page change.
The technology launches this week with a campaign for Ford on Guardian Unlimited Football.
The service will roll out throughout the GU network on the news, politics, business, arts, films and books sections.
Adam Freeman, head of commercial developments for Guardian Unlimited said: 鈥淲e can now offer advertisers a very attractive environment in which to serve MPU advertisements and at the same time keep the format fresh and distinctive by not displaying the slot every time a page is served.鈥
Claire Valoti at mOne UK 鈥 Ford鈥檚 online media buyers 鈥 said: 鈥淭he addition of MPUs on the Guardian allows us to have greater flexibility in selecting formats that work best for our campaigns.鈥
Other advertisers signed up include Fiat Punto, Accenture, the COI and Lufthansa.
By Kunal Dutta
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