“As the age of the stream takes hold, it will force marketers to get more creative about how we break through. It’s unclear if ads will be welcome. If they are, they will need to be brief, useful and funny. Otherwise, they will just get in the way and be ignored.”
I’d contend that a lot of them are already being ignored. It’s over ten years since we first came across ‘banner blindness’ and the predominant response has been to make ads bigger and yet more intrusive.
A bit more creativity needs to go into this. The ease of publishing to the web now means that there are ever more places where ads can be placed, but most people don’t want them.