Lexus is offering a podcast of the US Open tennis tournament, featuring interviews with players. This is an example of the shift we're seeing in content production online. In the past, advertisers like Lexus have let the TV networks or the US Tennis Association provide scores, interviews with players and other information for tennis fans, and Lexus has purchased advertising attached to that content.
Now, Lexus and other companies are becoming the content producers themselves. They've identified a target audience -- upscale tennis fans who will follow the US Open closely online -- and they have decided to offer new content to that audience. The Lexus name is featured prominently, but the content is unique and valuable: fans can't get this stuff from anyone but Lexus. Advertising and content are merging into one.