Google to Embed Ticker-Type Ads in Video

I guess, this is okay for all those who are used to seeing ticker type info running along the bottom of their TV channels; but I wonder if it's going to intrude on the video content, leading to complaints from content providers.

"Google says it's ready to introduce a new kind of video ad. The ads will be like news tickers – appearing 15 seconds after a user begins watching a video clip, and run like an overlay on the bottom part of the screen. Google says users will feel like they are in control of what they're watching."

NPR : Google to Embed Ticker-Type Ads in Video