Hulu today is launching a new kind of ad experience that allows brands to specifically target binge-watchers -- that is, viewers who are watching multiple episodes of a favorite program over a long stretch of time. These "binge watch ads" utilize machine learning techniques to predict when a viewer has begun to binge watch a show, then serves up contextually relevant ads that acknowledge a binge is underway. This culminates when the viewer reaches the third episode, at which point they're informed the next episode is ad-free or presents a personalized offer from the brand partner. The binge watch ad concept was first announced at Hulu's annual NewFronts presentation in May, where it introduces its new shows, features and ad formats to advertisers. The company regularly experiments with new advertising formats designed to better cater to a streaming audience in a less obtrusive way.