ESPN recently held the first of what it hopes will be a series of "hackathons" to spur innovations in the digital-ad segment. Fifteen employee teams were given 24 hours to come up with a new initiative, with the grand prize for the winning squad being a free trip to see the Rose Bowl. The winning entry was Gamebreak, a video ad unit tied to ESPN's Game-Cast service for events that aren't shown on TV or the Web.

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