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I used to see ads in paperbacks a long time ago, but I haven't seen them in years. I would just tear them out and throw them away, they were printed on card stock, and were easy to tear out. The most I have seen lately is a page to two at the end advertising other books from the same publisher or author, but they are at the very end and are easy to ignore.
I don't think readers are demanding interactivity. Readers just want to read books. Throw all the garbage on there you want, but pretty quickly, it's not a book anymore. An e-book is basically a glorified text file, and that is all it needs to be.
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