This is an interesting article about Viacoms MTV networks move to consolidate all of its new media advertising to one division. Digital Fusion, according to a release from MTV Networks, encompasses both innovation and consolidation. On one hand, it's an efficiency move to give the MTV a edge in the increasingly competitive online-ad market. But with that renewed efficiency, MTV hopes to go further, using it to "create entirely new digital-ad products, from creative uses of existing inventory to original interactive experiences, including video content, online games, microsites, and widgets."
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