Owen at Owened has taken a few screendumps of Windows 8, and shows that there's ads within the operating system. Yep, the OS itself is now an advertising media. The OS you (we hope) bought and paid for. The ads are in the apps Microsoft explained at Advertising week 2012, and ad execs are loving the idea. Why not, within a personal computer, the ads (in the apps) might be able to get a little more personal......

“Microsoft has over 1.3 billion customers… if you’re a global brand, Microsoft is the most relevant player in that ecosystem. They’re ones that you really have to partner with. I think Windows 8 is going to be that next evolution.” Eric Baumgartner, Chief Innovation Officer, Y&R Group

“Windows 8 allows us to tell stories …over a long period of time. It doesn't have to be a single or a one-hit wonder. …The ad formats are innovative, breakthrough, not too overt. It’s about connecting, and the ability to make an impact.” David Cohen, SVP, Universal McCann Interactive

“The way that Windows works is changing the very definition of an [agency] team today.” Margaret Cziesler, National Lead, Strategic Alliances, Razorfish