—NYTimes needs no convincing: When it comes to homepage takeovers, few have been as arresting and noteworthy as the ones engineered by NYTimes.com. The newspaper site’s homepage has been a canvas for the Apple (NSDQ: AAPL) vs. PC campaign since last year. The recent futuristic Intel (NSDQ: INTC) ads, which featured the NYT’s own brand as part of the ad is a good example of a more aggressive display strategy. Forbes takes a closer look at the Intel ads and notes that spot was part of a collaboration with the computer chip maker and the newspaper website’s ad sales team. In general, the takeovers are part of a larger plan to move away from cheap, direct response oriented ads and trying to give display the kind of brand heft that having a full page ad in the print version has. Since the ads don’t seem to run that frequently—and they tend to be fairly eye-catching—a reader revolt doesn’t appear to have emerged. But determining whether the ads are having a significant impact is harder to tell. But the growing prevalence of homepage takeovers suggests that marketers and publishers are going to be testing consumers’ tolerance a lot more.