“Look forward” is perhaps an optimistic – no, it's just bollocks, there's no looking forward to this, there's no optimism, it's just coming. We don't know when but The Wall Street Journal says Google intends to serve ads to everywhere:

In a December letter to the Securities and Exchange Commission, which was disclosed Tuesday, the search giant said that it could be serving ads and other content on “refrigerators, car dashboards, thermostats, glasses, and watches, to name just a few possibilities.”

Google made the statement to help justify why it shouldn’t disclose revenue generated from mobile devices, a figure the SEC had requested and that companies like FacebookFB +1.37% and TwitterTWTR -3.24% both disclose. Google argued that it doesn’t make sense to break out mobile revenue since the definition of mobile will “continue to evolve” as more “smart” devices roll out.

Google Predicts Ads in Odd Spots Like Thermostats – Wall Street Journal, 21 May 2014