Skype plans to open up its voice and video calls to Facebook- and Google Plus-like “experiences” involving advertisers on Windows 8, the company announced on Thursday.

While vague on specifics, the company offered the following scenarios in which Skype on Win 8 might accommodate new ad formats. The enhancements will be offered on Win 8 first and then migrate to other platforms
Skype Announces Plans For Social Ad Units For Windows 8 [mashable.com]