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Ah... I wasn't following, I thought you were referring to ping-backs on the e-books themselves... not the ads!
I get you, now, but there's one thing: E-books won't necessarily be read on online devices, so you can't depend on ping-backs to pass information along. Some readers, say, smartphones, may be able to handle an interactive ad, but a device like the Sony Reader being used away from its computer connection won't be able to click-through to the site. And some e-book software won't be able to handle links (I suppose that will be decided by whichever combo of hardware and software becomes popular.)
E-book ads won't necessarily be interactive like banner ads... they may just look like them due to the digital display similarities. Given the size of many e-book readers' screens, most advertisers will probably opt for full-page ads anyway.
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