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Why would you embed an ad in a specific ebook? I don't think that would be very effective at all. As long as the user is encapsulated in a closed ecosystem like Kindle or Nook, you simply have the software display the ad when you wish to whom you wish. Since the hardware or software regularly dials home, you can pickup new ads at that time. The ads aren't directed at a specific book, but entire genre like sci-fi or romance. One fresh ad targeted for many readers.
Amazon is already the master at this as you receive targeted emails when you buy or even search on the website.
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