I beg to differ!
"At the end of the day, you're changing the attitude of the consumer. They've reached a point where they expect the ad to be relevant and they're more likely to watch it."
I expect any ads to be irritating and annoying and interrupt what I'm doing. That's why I have an ad blocker on my browser, and rarely watch commercial TV without recording it first so that I can fast forward through the ads. If it ever gets to a point where I can't fast forward through the ads for whatever reason (probably because of the increasingly invasive lock-down being orchestrated by the interested parties), then I shall simply stop watching altogether. I know the broadcasters won't care that I don't watch any more (because I wasn't watching their ads anyway), but at least 'll not have to put up with them!
Why do the ad people continue to pretend that they are doing us all a favour? NOBODY wants to watch their adverts. Full stop. Yes, I know they need the ads to pay for the programs, but they could at least stop pretending that they are anything other than the horrible annoyance that they are.