Times Online reports that British Television network, ITV is investing in a new technology that will allow the network to embed advertisements into programming. According to Times Online:

The new technology, which is known as “automatically placed overlay advertising”, uses complex computer algorithms to find clear space, such as blue sky or blank walls, in video footage in which to display logos or messages.

The technology is currently being tested in news footage on the broadcaster’s ITV Local website. The rollout of the technology is currently dependent on the response from the viewing audience.

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