Google used the podium at Ad Week to launch a new ad format called Lightbox, which advertisers only pay for when users click (or hover for two seconds) to expand. The units, which expand to takeover the screen, are meant to focus magnetization around truly engaged users. The company reports eliminating nearly 100% of accidental expansions and increasing engagement by 6 to 8 times over standard click-to-expand ads. [Source TechCrunch]