GigaOM:

A number of owners of Samsung’s smart TVs are reporting this week that their TV sets started to interrupt their movie viewing with Pepsi ads, which seem to be dynamically inserted into third-party content.

“Every movie I play 20-30 minutes in it plays the pepsi ad, no audio but crisp clear ad. It has happened on 6 movies today,” a user reported on Reddit, where a number of others were struggling with the same problem.

The sense I get is that this may be an error (though that is still not clear), but the presence of the ad on the TV’s media storage does seem to point to the emergence of advertising originating on the TV itself, as opposed to the traditional ads that come embedded in the stream from the cable company or network.

Consumers rarely ever get to know about these deals — unless something goes wrong, which seems to be exactly what happened in the case of that Pepsi ad that popped up on Samsung TVs this week. That’s bad, because there are other issues at hand than interruptions from unwelcome ads. Who, for example, gets what kind of data when TV manufacturers strike deals with advertisers? And how can consumers opt out of data collection altogether?

Excellent questions.