If you watched this year's NCAA basketball tournament, you may have unknowingly witnessed an early milestone from a company aiming to upend video advertising.

Ryff, a stealthy L.A.-based startup founded in 2018, helped Coca-Cola insert images of Coke bottles and banners into classic footage from past tournaments, like UCLA's 2006 finals run and North Carolina State's improbable championship in 1983.

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