The future of TV, Advertising and 21st century consumption

Tivo/DVR killed the embedded ad.

Lots of advertisers, Lots of content providers vying for the eyeballs. Pre-roll, Post-roll, pay-per-ad-viewing. Get paid to watch Ads (pay less for content with ads).
Place ads where "you" think they will be watched and get a cut from the ad creator.

Clearing houses match Ads with Publishers. Engagement matters more than impressions.
Clicks don't matter when you're leaning back watching big screen TV. How will web ads be watched on widescreen TV - because people will watch web media on widescreen TV.
And not just Movies on Demand - but videos and mashup channels and made for the web media of all types.

If I see the Ad and I think my social net should see the ad as well I take some action. I vote for the ad - thumbs up/thumbs down - like a StumbleUpon website, or I share the Ad on Facebook, Hi5, Myspace, MySocialClique, etc. I get paid, the media carrying the ad gets paid. The Ad creator gets rewarded by creation of customer awareness. Videos are rated by the quality of the embedded Ads, including product placement.

Consumers exist to consume. In the 21st century what we consume is intangible media. The hardware is free approximately. Mediators add value when they can measure consumption of intangible assets. Facilitators add value when they can reduce friction in the chain of consumption - find it, watch it and how.