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NEW YORK (AdAge.com) -- Madison meets Vine, but how does Hollywood meet Silicon Valley? Or does it?

Those are questions that have plagued the online ad industry for the past two years as broadband penetration has grown, people have shown a willingness to plop down in front of the computer monitor for everything from three-minute clips to three-hour baseball games, and a robust market for online video advertising has developed.

Online giants' response to this environment has varied, but it doesn't indicate a mass drive toward generating new content yet. Google hasn't shown any interest in creating its own content. AOL has been an early proponent of aggregation, working with corporate sibling Warner Bros. to syndicate second-run TV shows. Yahoo took a strong stance-and then reversed it. Microsoft, on the other hand, has most recently bet much of its content efforts on branded entertainment. Download the full seven-page Digital Report
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