According to Hulu- their ad selector is 150% more effective than regular TV ads at developing recall and 24% at creating an intent to purchase in viewers.
This means that advertisers get fewer eyes on an ad (less impressions served) but the audience is more niche. Those who see the ads are more likely to resonate with the ad and find it useful.
Ability to run interactive and local ads to a niche target audience using Nielson DMA data.
Advertisements on Hulu run through both the programmatic space as well as private marketplace and through an invite only auction. Invite only auctions are premium inventory on Hulu.