[paulckennedy]

Not all ads would work in all places. That is plain out obvious. But say the eBook simply had an xml tag at various places which indicate where an ad could go. The xml tag could have attributes as to advertisement classification and content genre. Since it is simply an xml tag, the eReader determines how or if to display material related to it. Each display medium would have advertising which best fits for that use. When indicated by the markup, the device takes advertising from its library which fits the tag and which is already designed for it and incorporates it in the display. Dual display devices could leverage the additional display to offload the advertisement away from the reading area. Some devices could disregard the xml all together depending on how the material was purchased and if ads were available. As far as the end user is concerned, one viewing of a book on one device would look different when viewed on a pc, etc. As far as the end user is concerned, he never sees the xml markup only the devices use of it.