Hulu knows many of its viewers watch show episodes back-to-back, and it's determined to bank on that with its advertising. As AdWeek hinted back in the spring, Hulu is rolling out an ad system designed for binge watchers. The approach uses machine learning to predict when you're likely to marathon a show, and then sends "contextually relevant messaging" that acknowledge your viewing spree. When you reach the third episode, however, Hulu pulls out all the stops. It'll either give you an ad-free episode (with an ad beforehand, mind you) or a special offer from one of its sponsors. You're looking at an example above.