I saw this the other day and was waiting for someone in the search world to pick it up and comment.
From MediaWeek.com Activ8now sues Conde Nast
Online technology firm Activ8now , and its operating company, Active8media, filed a suit in United States District Court for the Northern District of Georgia for patent infringement and trade secret misappropriation against Advance Publications
Activ8now owns several patents for producing interactive electronic versions of magazine advertisements. According to the suit, Condé Nast entered into a license agreement with Activ8now to use the company's technology for the September 2004 issue of Vogue
The suit isn't the key point, it's what Activ8now's technology does. Activ8now technology should be used for EVERY advertising website. It's ingenius.
This technology will also be coming to TV soon too.
See how it works for yourself