Is this where we are going with this? Ad-block apps, we’ve seen. This firefox plug-in replaces banners with tweets from your network. The tweets you’ll see are related to the content of the page whose ads it’s blocking. Not your average ad-blocker huh.
Should this become standard, there’s maybe still a way to get around this: Brands could be putting enough social content out there, with enough followers, so that the banner space will be filled with their message/ brand anyway.