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Hulu to double online ad revenue with innovative concepts

Last year the site which is a joint venture of News Corp, NBC Universal and Disney generated $108m.

Hulu plans to double its online ad revenue in 2010, pulling in more than $240m using innovative concepts, the video-sharing site's chief executive Jason Kilar said on Wednesday.

Last year, the site which is a joint venture of US media conglomerates News Corp, NBC Universal and Disney, generated $108m.

Talking on the "The Future of TV" at the NewTeeVeeLive conference, Kilar said that Hulu will also introduce personalised advertising -- where users will be addressed by name -- a new kind of advertising that is currently getting a 10 per cent response rate.

The site also has plans to compare users' viewing history to develop more exact profiles. Based on the person's video viewing history, Hulu said it can -- with 99 per cent certainty -- tell the gender of the viewer.

Kilar also mentioned about rolling out a feature that lets users "swap out commercials". Users who do not want to watch a car commercial can switch to a commercial for dog food instead, for instance.