Andy, I'm speaking about general practices. Interruption as a model will be phased out. Statics have shown for years it doesn't work. The primary problem is that it's still an easy go to choice for the entire food chain and too many people make money on this model... though not really the brand. ROI is very low as opposed to opt-in models.
We have been pursuing the wrong track to continue interrupting, but with more relevancy... like the banner ads that follow us around based on browser history etc.
Spotify and Pandora and other Freemium models essentially use interruptive advertising as a punishment if you consider it. Sure it's a rev model for them, but there are very few voices questioning the practice since we have done it so long.
Facebook, depending on the choices it makes, will either continue to evolve into a relevant communication tool or be abandon if it chases the same old models.
I've used a hypothetical for years to illustrate the point: What would people think about Apple if they had a simple title credit: Produced by Apple - on Game of Thrones? No chance for product placement or any relevancy. Just a symbol of giving people what they want. No surprise years later... apple and many others are going into Content production.
We are passing the threshold where humanity expects most content for free.
This means the experience is now the differentiator.
Brands that are mission based will have no problem contributing to the betterment of the human experience, while brands who still chase profit as their main purpose will slowly struggle and fail if they can't find a relevant mission.
We have to look at this holistically including all the other factors shaping society: huge innovations in medicine, health, mental health, robotics, AI and space travel also shaping the minds of the public. There is a general awakening on all fronts as 3rd world countries leapfrog progressive stages and catch up with unique contributions very quickly. Look at India for great examples of this. Expect Africa to start playing.