Eagle: The idea of a pay to get rid of ads model for an advertising business is a terrible idea. He says the shift of brand advertising dollars from TV to digital has been talked about for ages. YouTube content is snackable, Eagle argues; you go in, you watch a couple of videos, you tap through and maybe you'll end up spending 30 minutes or an hour that's spent in pieces. You don't want to be interrupted. That makes it really valuable to Google," he adds.