I fear we will look back nostalgically at times when advertising was obvious and direct: intermittent video, image banners, text prompts and the like. The futur

I fear we will look back nostalgically at times when advertising was obvious and direct: intermittent video, image banners, text prompts and the like. The future may see Truman Show-style placement by characters, agents modifying the content itself on the fly to add hard-to-see changes and cues. This is already illegal in most of the world, but it will be easier to do and harder to detect on a large scale.