• Advertising Age, Monday, April 11, 2011 2:45 PM

Turner's three general entertainment cable networks -- TBS, TNT and Tru -- have begun offering advertisers the chance to buy commercials tailored to the content that surrounds them, in the culmination of an effort begun in 2007. This isn't a new practice, but the chance to offer regular messages of this type, rather than typical one-off deals, is, according to Advertising Age.

Here's how it works: Turner tags specific moments in series and movies in an effort to find content that echoes a message advertisers might want to make, and then develops related ad segments.

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