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At its upfront presentation in May, Hulu said it will be rolling out a new ad format tailored to viewers binge-watching several episodes of a show in a row. Seven months later—and two weeks before millions of people around the country will have time off work for the holidays and likely spend some of it binge-watching—the ad format is finally live on the platform as of today.
Hulu has partnered with Publicis Media as the launch agency partner of the format, and Kellogg’s Cheez-It crackers, Maker’s Mark bourbon and Georgia-Pacific’s Sparkle paper towels will be the first brands to test out the new ad unit, according to the streaming service.