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I do like the little moving ads as well, but ONLY IF the DON'T have sound! Nothing bugs me more than a website that suddenly starts making noise at me. ;)
Personally, the ads I like most have been the new "skyscraper" format, with flash animation used in them. A skyscraper ad with a background that matches the website it's displayed on can create a very interesting visual effect. They [i[almost[/i] blend in...