Targeted advertising could lead to higher revenue and fewer commercials.

AT&T already uses data from 150–200 billion ad spots to sell more targeted/expensive ads.

AT&T and Time Warner combined could reach 1 trillion impressions per year.

Quote from Randall Stephenson — CEO @ AT&T.
“I’ll cause Plepler at HBO to panic when I say this,” Mr. Stephenson said, referring to HBO Chief Executive Richard Plepler, “but can you begin to think about things like ‘Game of Thrones’ as an example, where in a mobile environment, a 60-minute episode may not be the best experience. Should you think about 20-minute episodes?”