Giving a receptive audience something to read is the driving thought behind Star Toilet Paper, which adds QR codes and printed ads on toilet paper. Rolls feature eight ads on repeat and cost $5 per CPM, and the company has 70 advertisers on board so far. "We've never had any complaints. ... [I]t creates lots of chatter," said Bill Whittington, a restaurant owner who receives free toilet paper in exchange for demographic information.

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