But, for old and young consumers alike, it is essential to avoid anything that slights the Communist Party, the past or China, as Nike discovered recently when an outcry forced it to pull an ad in which a black basketball player defeated (computer-generated) dragons a national symbol.

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Stretching 134 feet long and 55 feet high and weighing 52 tons, the scoreboard is the largest high-definition video display in the world, delivering crisp instant replays and ad messages plus game timing, player stats and, of course, animation to whip the home crowd into a frenzy.

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In theory, Walrath's concerns should also apply to any online ad network--if a major player acquires it, that could scare off participation from its rivals.

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When Adobe runs ads alongside shows in the Media Player, it gets 5% to 20% of the ad revenue.

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While a few million dollars is still not enough to make the networks worry, even in this dismal ad market, it suggests that Google TV Ads could wind as a player in the broadcast game after all.

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The player will track which ads have been seen by a viewer, changing the ad content on repeat viewings by downloading new ads.

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The ad featured Mr Quackenbush in a double act with Shaquille O'Neal, a popular basketball player, and gave the commissioner useful statewide publicity.

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