NBC has already banked millions in ad dollars for Super Bowl Sunday. For the third consecutive year, The Daily Beast ranks the most effective Super Bowl ads, with one resilient nonagenarian, the ubiquitous Betty White, retaining the top spot as Super Bowl Ad queen.

People experience Super Bowl ads as content because they choose to watch them and because the content is awesome. Sadly, on Monday they hate ads again. The reason is simple: everyday ads seem determined to hate them back. More than at any other point in advertising history, consumers have the power to choose what they watch, and it's harder and harder to acquire their attention by interrupting them.

In-program (and in-game) advertisements and product placements are prolific. By no means is this a new or novel concept to the ad game: Like everything else, the mediums and methods to get the story across have evolved, and so has the person consuming the content.

Judging by announcements last week during CES, consumer electronics companies such as Samsung and Sony are still laying the groundwork for how advertising on connected-TV platforms might work in the years ahead. But regardless of who controls the game, one big issue remains.