The advertising business is in a transition that no one fully understands or controls. The advent of Internet Television and the Internet giants entering into video on demand, it is useful to see what each company is doing vis-a-vis traditional commercials.

Yahoo is a company loaded with executives from the media sector. Google is a company loaded with engineers. Here are two recent quotes from the companies as it pertains to television advertising.

"Advertising was not a business built by logic, and we don't work by algorithm," said Wenda Harris Millard, Yahoo's chief sales officer. "Yes, we need to be more accountable, but that doesn't mean you sacrifice art and creativity."

Eric Schmidt acknowledges that as Google explores moving into television, it may well face a conflict between its core belief that advertising must be useful and the typical television commercial that is "based on feeling and emotion."