Google's DoubleClick ad exchange has tripled the amount of inventory available for programmatic ad buys over the past two years, with a triple-digit growth for its associated revenue. The $686 million being spent on programmatic video ads this year, according to Forrester, has pushed other video services into the space, though Hulu is keeping its test in a walled garden. "We've been beta-testing an ad exchange in the past year," said a representative for Hulu.

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