Well, this is of course hardly new, as such, just more pronounced. The Future of Advertising will see advertisers (and brands, directly) providing free music, films, TV-shows, games and other premium content in return for targeted and focused attention to what was formerly known as Ads; or rather other types of content - as I sometimes call it, advercontent or contvertising - that promotes products and services - but limited to what we have ASK to see.

This means I will be trading some of my personal user data, my click-streams and digital breadcrumbs in return for getting free content. Think ad-supported music (yes... soon!) and films. This will feel free to the users and will offer huge value to the advertisers (provided of course that the match is 99%!)
http://www.web2upgrade.com/mikec154