Just a continuation on a theme, and I'd expect this to become a bigger thing. I imagine that advertising will continue to move closer and closer to the consumer and away from the "medium". Until recently, media ads were essentially controlled by the networks (whether radio or TV), but I would expect the trend to be towards cutting them out of it a bit.
In-game advertising is already a ~$1bn/year thing, and this seems a logical extension of that. Imagine if your TV could insert ads depending on exactly what you were watching, based on your specific habits--it's an ad company's wet dream. Coca Cola wouldn't have to spend the time figuring out which programs to advertise to, they could target specific customers without having to go to a second-order of research (who do we want to advertise to, and where are they?). That second step is completely cut out.
I hate it, but I could definitely see a trend in this direction. Isn't this essentially exactly what Google Glass is about? If Google can figure out exactly what you're looking at, exactly where you are and draw conclusions from that data, they have extraordinarily valuable information for advertisers.