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After riling discovery folk, Hulu tests limits of ad formats

TV advertising has come on leaps and bounds in terms of addressability and new formats, but no matter how personalized ads become, they will still fundamentally be perceived as nuisances by a large share of viewers, particularly the younger generation. Hulu is a company that doesn’t shy away from pushing the boundaries of OTT video – and now Hulu wants to rejuvenate the ad sector by – erm – showing less ads. There is method in the madness, however. Hulu will reward binge viewers by showing less ads, a contentious move it plans to offset by allowing brands to display highly personalized offers targeted specifically at the most prolific of binge watchers. The ambitious new ad format uses machine learning…

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