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So you think you're finally starting to "get" online video? Well, enjoy the cozy embrace of branded video initiatives and Hulu integrations while it lasts, because the future is going to be much messier.

You'll still have your media buys around "safe" video content, and they'll be easier to buy as big media sorts out its escalating turf war over what brand-safe content gets distributed where. You'll run sophisticated branded entertainment initiatives that will make the days of stressing over whether something is content or an ad seem elementary.

Read the article in iMedia Connection