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Last week, media consultant Frederic Filloux argued in his Monday Note and, through syndication, in the Washington Post that the digital ad industry is like an early-stage cancer patient -- already dying but still in denial. And, as the Post called them in its headline, smug.

27 top Internet publishers – New York Times, CNN, CBS Interactive, ESPN and the Wall Street Journal – say they’ll try the supersize ads in an attempt to get the attention of Web surfers who have learned to ignore banners. But doubters say more intrusive ads won't work. "We will tune those out as well," says Jose Castillo.