Hulu is big on choice. The company was the first to approach pre-roll ads like a "choose your own adventure" style interactive game, allowing users to pick which of three "ad experiences" they wanted to sit through before streaming a TV show.
Today, in an announcement made at the IAB MIXX conference as part of Advertising Week, the company took it one step further. Don't like an ad? Swap it for another one. The functionality, the company says, allows users to feel more in control of their advertising experience.
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