Dive summary:

• In connection with the advertising-friendly Windows 8 platform, Skype plans to introduce three new advertising components in early 2013.
• The first component will be to expand on the Conversation Ads, which allows collaboration and sharing of content.
• The second component is sponsored content that encourages sharing, and the third component will be a persistent branded presence. 

From the article:

“While most operating systems have been designed to form the basis for functionality supplied by other software, (Sandhya Venkatachalam, GM of advertising and monetization for Skype) said that Windows 8 was designed as an advertising platform, and Skype has been redesigned from the ground up for Windows 8. "Windows 8 is modern, fast, fluid, and incorporates advertising from the ground up. It was built with advertising and these kinds of experiences in mind," she said.