I am interested in more intelligent ads. Make the ad so intelligent and interactive that people would want to play with it, just to test its boundaries. Building a better ad now reduces to coming up with the better AI. Taking this further, you might allow people to combine two ads to see how they will interact with each other. For example, you might combine an Apple ad with a Microsoft one to see which AI will win out.
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re-invent the ad and toss that word out, Alot of what you are saying is basically creating more engaging experiences for the user while benefiting a brand agenda. That could be just as simple as delivering on the promise.
Web wise people are wickedly in tune when someone is selling to them or preaching to them. Just like in real life, ya know a car salesmen when ya meet'm.
Remove the ads, just make better experiences.