USA Today is cheating State Farm by overstating the number of video ad views seen by visitors to the daily puzzles page. Each selection of a new puzzle plays a repeat of a previously seen video. Users who open multiple tabs and launch a different puzzle per tab can play all videos without ever viewing a single one - but USA Today charges per view.
A more honest way would be to use page view tracking, and NOT serve the same video ad consecutively to the same user.
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