Continuing to develop ways to expand the margins of the virtual pay TV component of its streaming service, Hulu announced Wednesday that it is introducing dynamic ad insertion (DAI) into its live TV service.

The streaming company, jointly owned by 21st Century Fox, The Walt Disney Company, Comcast/NBCUniversal and Time Warner Inc., said it will launch the DAI capability across “select cable networks” and deploy it to additional live content in the “coming months.”

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