In a stunning revelation, it seems a conference was held in a secret location where the future of these "electronic books" was discussed. During this discussion, it seems the idea was postulated that companies may attempt to insert advertisements into the very text and code of the ebook. Think of it!
There you are, reading along as you please a copy of Da Vinci Code when Mr. Clean himself will assert his way into the work of Mr. Daniel Brown and begin telling you how he would clean up that messy dead man's blood on the Louvre floor in the first act. To tell you the truth I am wondering how that will effect the narrative, if at all. People may see it as simply another piece of the code, a random bald man obsessed with clenliness among all that poppycock about Leonardo putting Jesus's things away with random MadLibs to guard it.
And to be sure, there will be authors and robot authors who will create and use advertisements in narrative form. Stephen King did it to set up his worlds with great effect, mentioning his characters going to Kmart and such. And he was by far the only one of his generation to do so. Hell, go on Youtube right now and look at professional videos and see how some of them leave space or even comment on the ad space that happens around the unrelated videos.
And should we fear intrusive malware that will cause trouble or attempt to steal information and viewing habits from us. Yes. Yes we should. Ever since the other dude around the fire in caveman days watched us watch the Grand Story Teller and used our reactions to scare us away from our dinner so he could eat it, people are complete bastards and you should always be on guard. Always. But that does not mean run from the future because it is coming and there'snothing you can do about it but grow old and watch the future generation do things better and faster than you.
So there's that. Later, grandpa.