Apple has a new Mac vs. PC ad on NYTimes.com doing a comparison of operating systems (Vista and Leopard).
From a technology stand point it's very cool and innovative - that shouldn't be surprising coming from Apple. The skyscraper on the right automatically plays a video when you land on the NY Times homepage. The "PC Guy" realizes that there's bad press on the Vista OS in the top banner so he does an "Emergency Banner Refresh" to update the ad (this is the cool and innovative part - the top banner and the side skyscraper banner are tied together and the top banner actually refreshes on queue to show a new ad).
Although it's a cool ad I think it's a little annoying and it's not inline with the whole "Web 2.0" movement of being integrated versus interruptive. I actually don't like when the ads play automatically. When I visit the NY Times website I'm there to get a news update. If the ad were related to what was on the page it wouldn't be as annoying - for example if I were reading an article about operating systems I would likely value what Mr. PC and Mr. Mac had to say but if I'm going to the site for an update about the elections its just distracting.
Now this is Apple and the cool factor lets them get away with more but I'm interested to find out how the general public reacts to this type of advertising.