According to The Wall Street Journal, these ads would "allow Web users to watch a video, leave a comment and see real-time updates within the ads that are more customized to their interests." Schmidt said these ads could appear anywhere on the site, not just in video, and would be like "mini-Web pages." Whatever that means.
Schmidt told WSJ he sees such ads becoming prevalent on the Web and is pushing Google's ad teams to pursue them.
In other news:
— Erin Barker, Digital Content Reporter, Light Reading Cable