ESPN is battling "banner blindness" with a new dynamic wallpaper ad unit that essentially fills a user's entire browser with a single advertisement. The ad, rolled out Jan. 4, serves as a constantly changing background for the main ESPN website and is designed not to interfere with users' regular activities. "While many will complain of ad intrusiveness, for some weary, banner-blind Web denizens the ad will be a welcome respite from the status quo," predicts writer Charlie Warzel.

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