In a deal with Visible World, an ad technology company, MTVN will now be able of offer programmers and advertisers the ability to change and manipulate ads in response to changing circumstances.
This is something that TV advertisers especially have been looking for, and will now have. Called 'dynamic ad insertion, it will enable agencies and marketers to offer up much more relevant ads to a moving target.
The deal will reach far beyond MTV's television properties, and find its way to the large, growing group of the company's niche websites.
Of course this will be newer to the TV side of things, as the Internet has more of 
this type of action happening already.
"Our goal is to fundamentally change the way our viewers experience advertising by giving them an innovative experience. Our partnership with Visible World gives us the leading edge," said Judy McGrath, Chairman-CEO of MTV Networks.
The concept has far-reaching implications as it can respond to immediate information that has just been discovered, or can ask for an interactive response by participants through voting on their personal preferences on how they may want to see an ad presented or who even presents it.
Visible World will take care of the backend and logistics side of the operations.
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