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Video-on-demand programming has been around for years, but marketers, citing a lack of flexibility and metrics, have yet to fully embrace the medium. Now cable operators are experimenting with a number of models to make VOD more ad friendly.
A wide swath of cable companies are now conducting trials to test the viability of so-called “dynamic insertion” technology, which gives advertisers the ability to change commercials in VOD programming a day or so in advance—an ability they don’t currently enjoy.
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