Unfortunately that is mobile app ads only, and requires using Doubleclick Rich Media with the associated impression costs. I think what has changed the most is ad placement. Because people are following social links rather than going to a site's home page or section fronts, banner ad placements have shifted to in article, and are coming into view as people scroll down to continue reading. I did see a 728 I created play from the beginning, but it was in the legacy masthead position, that from my observations, seems to have been abandoned by most sites.
HTML5 In-page build guide
Make sure that your ad is on screen (mobile app campaigns only)
When an ad first loads in a mobile app, it loads off-screen and out of view. If your ad animates or plays silent video, you should wait until the ad is on-screen to play it. If your ad won't serve in mobile apps, you can skip this step.
This method only works when an ad serves in a mobile app. When the ad serves in a desktop or mobile browser, the VISIBLE event is triggered as soon as the ad is rendered, however the ad may not be in view.