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IMHO, the future will bring us different kinds of ads in ebooks.
Ads of the first kind: best seller fiction will always make explicit the brand of every item appearing in the book (like, "Capt. Kirk gave the order to ignite his brand new Mercedes antimatter reactor, which he just received with a special Fed-Ex shuttle directly from Earth...")
Ads of the second kind: regular ads at the beginning and at the end of the ebook, no difference with the "from the same author" page we see now.
Ads of the third kind: small ads in the body of the ebook, maybe in headers, footers or between chapters.
Ads of the fourth kind: they will appear - unskippable - while turning on and off the device, when changing the ebook, when opening menus when changing confgiuration and while downloading something...
The second and fourth kind will be personalized basing on customer profiling, like Apple, Google and Facebook usually do.
And they won't be free.
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