I think the advertising industry is well on its way to obsolescence in many ways. I pay zero attention to TV or YouTube commercials (I either skip them or am not watching linear TV in most of the time), adblock everything, and just look for something more interesting the moment I come across an ad.

(and I seldom go back to anything, site, app or TV channel, that doesn't let me skip ads.)

Then again I'm not in the US and am not a football fan (which I suspect is one of the drivers behind the timing of this article), but I believe we now have, worldwide, two entire generations of people who mentally blank out any form of advertising they come across. It just doesn't register unless it's fun or goes viral, and even then people recognize it for the outright manipulation that it really is.

I can't wait for that bubble to burst.