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News coming over from the US suggests that TV advertisers are beginning to fight back in their battle against the PVR, with Tivo announcing they’re selling “banner space” targeted at those people who fast-forward through the advertising breaks on their pre-recorded programs.

You might remember the tech community guffawing when CEO of Turner Broadcasting said “anytime you skip a commercial you’re actually stealing the programming” back in 2002, and it’s surprising it’s taken those involved so long to get their act together. These targeted commercials are relevant to the media and context they’re being found, with smart “skipping ads” executions no doubt being fired around the brainstorming sessions of the modern day Sterling Coopers of the world.

In this new media landscape, the power of advertising on TV is nowhere near as strong as it once was, but it’s interesting to see they’re not willing to give up the ghost just yet. Like Jurassic Park, the dinosaurs might well be making a comeback …