I love these new interactive ad options that are popping up on sites to stream shows and movies. Rather than watching the traditional 2:30 of video, you can now opt in to interact with an ad for 30 seconds, increasing your engagement (a huge positive for the company doing the advertisement), while drastically reducing your overall time spent watching ads. Hulu was the first site to debut this optionality, courtesy of technology from true[X]. This is a true win-win, as it makes life better for advertisers and not only leads to better brand recognition but probably makes it more likely that a viewer will, for example, buy a certain brand of car after customizing it as they like for 30 seconds. I’m a huge fan of exploring the ways in which streaming will change the way we experience ‘TV’, and this seems like a definite positive externality that wouldn’t be possible on a traditional screen.