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Ads in ebooks can't really be compared to any other type of online or web advertisement. The reader would have to have a full featured web browser and the ability to hyperlink from within a book. I think this methodology would be able to work for people using their PC or iDevice to read books where the ads could be served up in real time and would never become outdated. I don't see this coming to your average reader device any time in the near future. I also don't see publishers giving away ebooks with embedded ads, at least not new releases or hot titles.
It's far more comparable to print media advertisement.
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