Streaming services have expanded the consumer experience in such a way that viewers now expect to watch whatever they want, whenever they want -- and yet, the ability to make choices rarely extends to the advertising. That's an area where Hulu differentiated itself when it launched and it remains true today. Hulu is the only major streaming service that allows viewers to pay less for an ad-supported service. Its latest innovation could even reinvent the snack or bathroom break -- or at least the bingeing breather -- with pause advertising. Jeremy Helfand, Hulu's Vice President and Head of Advertising Platforms, spoke with MediaVillage about what viewer-first advertising means.