24/7 Media prepares to float ads

24/7 Media says it has partnered with Eyeblaster, a rich-media technology company, to sell obtrusive "out-of-banner" advertising on its network of Web sites, further sign of publishers' willingness to give advertisers more leeway online. 24/7 Media, based in New York, plans to sell ads, including those that float over the Web page, across its network of 60 sites, which include AT&T and Real Cities-Knight Ridder. Other rich-media formats that will be offered through New York-based Eyeblaster include full-page commercials and interstitials that, much like TV commercials, appear before requested content becomes available. Its technology lets advertisers measure the brand and direct response results. The move comes a week after 24/7 Media closed its European operation to focus solely on its North American business.