Because a typical personal-computer monitor is wider than it is high, a skyscraper ad can perch on either side of the screen without infringing too much on the page itself. Text in vertical ads is harder to read. And if an ad sits too far off to the side, a viewer may never even scan it. Bulky Boxes Banners are moving all over the place, turning into buttons and carefully positioned squares and rectangles as advertisers try to catch the reader's eye. Instead of being taken to another site, readers who click on the ad get more information without having to leave the page.
News stories wrap right around the ad box.
My guess is you will probably see some backlash. There probably will be some grumbling from readers. Buttons and 'Big Impressions' Not all banners are so aggressive. Because the Disney ads sit off to the right side, they aren't interfering with other material on the screen and can remain there for a long time. After all, people read from left to right.