sem4u - 1:40 pm on Jan 21, 2004 (gmt 0)

From the CNN article:

Google late last year purchased rival Sprinks, which had technology to deliver ads to e-mail as the messages were opened. Such real-time ad serving is important because it keeps ads fresh and insures that Google will not be giving away free ads or delivering ads nobody will see, industry participants said.

The technology sounds really interesting, but should Google really be going down the route of delivering ads in e-mails?