The trend du jour: Interactive -- read: user-generated -- ads, or (I kid you not) Adgets.
From Business 2.0:
A Canadian firm NewspaperDirect is offering the Adget, a new kind of ad that allows online readers to interact with a business - make an appointment, book a restaurant table, even order a product - without ever leaving the newspaper site. Want to arrange a test-drive at a local dealership while browsing the sports section? The Adget can do it.