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The New York Times had an interesting read this weekend on experiments by Hulu and YouTube to let viewers pick which ads they're forced to endure. In some cases, this means selecting a spot from a list of brands, but it also includes letting viewers choose whether to watch several short ads or one long one. In pretty much every case, it sounds like the results are underwhelming. Hulu's new "Ad Swap" button, which lets you switch to an ad that's more pertinent to you, is nice in theory, but as the Times notes, "The system isn’t perfect.
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