Eventually, automated ad sales could bring down the price of ads, as an auction system lets bidders set their price.

WSJ: Auction System Helps Place Digital Outdoor Ads

The patent was first spotted by NeoGAF users and in the example shown within, a racing game slows down and eventually stops to show an ad for soda.

FORBES: Sony Files Patent that Would Pause Games to Show Ads

Mobile will contribute more to both banner and search ad spending, and eventually to video, too.

FORBES: Online Ad Spending Jumps, Led By Video and Facebook