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Every company wants to crack the nut on digital video, and everyone from publishers to advertisers want to figure out how to make money on it. There may be ads, but there aren't enough of them, they don't make as much money as TV ads, and although digital video consumption is growing, it's still not profitable enough to abandon broadcast. But we won't get anywhere until we're working with something other than re-purposed 30-second TV ads.
