I received the following screen before watching a Lateshow with David Letterman clip on CBS.com:

What’s the real or imaginary value prop to me the consumer when I have no idea what either of these ads are for much less the brands they represent?  Why even give me the option to choose?  From a brand perspective does this constitute an impression?

Just target the ad to me… and if you can’t, just show me an ad.  Don’t fool yourself into thinking that there’s value in this particular choice architecture.