On creating richer ad experiences on the Web: When you see a beautiful ad spread in a magazine, it catches your eye. There’s a richness to that experience. That’s what’s been so difficult for people to replicate online. With larger ad units and more of the interactivity that provides, there’s more of that engagement. Without that richness, you’ll have a wonky ad sitting there and you’re, like, “Why is this thing blinking at me? It’s distracting me.” It doesn’t have to be a distraction.