The article basically describes new video Ad technology - Outstream. Compare to traditional pre-roll technology, outstream doesn't "rely on a windows player to run" - instead video just plays at "natural breaks" and when user scrolls down it just stops. After video is seen it disappears. Interesting thing about the article though is that it is sponsored by company "YuMe" and it was so organically integrated into search result so i found it only in the middle of the article. Definetly brands spend more and more on content marketing.
Business Insider Article
Business Insider Article
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