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PepsiCo has signed up for an experimental effort to create new advertising space on publisher Web sites by turning photos into applications.
PepsiCo has linked with Brand Affinity Technologies to sponsor netBAT, a system that turns photos within editorial into sources of additional content on the subject pictured. BAT has constructed a content database mapped to 40,000 celebrities and athletes, including links to video, photos and other information, that is featured when people mouse over a photo.
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