It seems product placement is about to get sexy. Someone will without doubt invent a new phrase for it. (I’m off to trademark VPI, or Virtual Product Integration.) Accenture has been working on a new technology that allows them to embed their clients’ products programmatically into content within online video services. The product doesn’t actually need to be there physically; a representation of it can be added into or out of shot for a pre-agreed period of time as required. Having launched the idea at Cannes this year they are now in discussion, according to The Drum, with regulators prior no doubt to speaking with the likes of Netflix and Amazon.