This reminds of ads on Amazon Echo and other intelligent devices. I think there was similar hype - not in terms of scale - but on personal data. Many advertisers and their moms were writing skills to tap this market.

It'll be interesting to see how they serve up ads and how it ends up working. Before the initial state is that people will find ways to serve up malware in form of ads and someone might end up writing ublock type stuff to block these ads.