Ms. KRISTIN HARRISON (University of Illinois): What we studied was advertising embedded within the television programs that children ages six to 11 watch most.

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That means that unless advertising is embedded in the video file itself, clips will be ad-free, another minus for media companies.

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Four panicky days later, Jirbo junked the subscription model and turned to advertising--on the Jirbo site and embedded in games--for revenue.

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