With advertisers increasing pressure on publishers to charge only for viewable ad impressions, some media companies are in a good position to benefit from any contraction of ad inventory.

One of those companies is Hulu, according to its CEO Mike Hopkins, who told Ad Age the company only charges advertisers when their spots are viewed and completed. The site's user experience exists primarily within a single viewing area, so there's little risk of the big inventory losses viewability issues could cause for other publishers. "We've seen just nothing but good news coming out of the viewability debate," he said.

Ad Age asked Mr. Hopkins about the NewFronts, Hulu's competition with over-the-top streaming services and the company's programmatic strategy.