The W3C published a report about its workshop on ebooks and standards happened in February. The main topic has been the fragmentation of the market by various device manufacturers and their own publishing standards with the advantages of standardization being obvious. Standardization concerns publishing standards as well as standards of documentation to realize a way to gather information about authors and to index and archive electronic publications: eBooks: Great Expectations for Web Standards.
Astonishingly and at least according to the homepage of the report online advertising has not been an issue. This is astonishing as standardization of online advertising is a well known, necessary and ongoing process and because publishing in a traditional way is preconditioned to be an advertising medium. Today online advertising within ebooks is realized by particular publishers or distributors with the advertising services of WOWIO being an example.