This won’t happen quickly. Ads have been getting increasingly annoying for years; they’re not going to suddenly become demure and well-behaved overnight. But, for the first time since the web was invented, 2016 will be a year when adtech is forced into retreat.
Maybe it's the first cycle for mobile ads, but not the interwebs in general.
Advertisers pay more for annoying ads and presumably get much less. Find me one human who has purchased anything after being seduced by the joys that can only be provided by an auto-on audio/video ad?