From press release:
While online readers have come to expect a rich news experience without opening their wallets, publishers have been trapped into a single revenue stream that doesn't replace lost subscriptions and ad dollars from print. Ultramercial's patented ad format eases the transition from free to fee with their socially-engineered value exchange that allows consumers to access premium content by choosing to either pay for a subscription - or - engage with a 35-second full-screen interactive ad in exchange for a "free" day pass that is underwritten by the advertiser. The full-screen interactive ad allows infrequent consumers to experience the newspaper's site without sacrificing revenue to the newspaper; the subscription option allows frequent consumers to access their favorite sites free from interruption.
}}} full press release