Update: More on ebook patents/patent applications for advertising at the bottom of this post.
The new patent in question describes “Systems and methods for providing contextual advertisements to present to a user in association with electronic books.” …the patent follows the same scheme that dominates online advertising; it combines a contextual profile about what a user likes, combines it with the content on the page they’re reading, and generates an advertisement that should, in theory, interest them.
Also, WOWIO was awarded a patent in 2010 that also deals with providing targeted and contextual advertising in ebooks. Access the patent (7848951) here. The patent is also discussed in this company blog post.
Hat Tip & Thanks: @MattRWeaver