According to this, Sony is to provide an "open platform" to in-game ads in PS3, and now has internal team selling space on PSN titles such as Pain.
The maker of the PlayStation3 system will offer an open platform, meaning in-game-ad-serving companies Double Fusion, IGA and Google-owned AdScape all will be able to sell ads in games that run on PS3, according to people familiar with Sony's plans. The three companies will strike deals with the major game publishers creating PS3 games, such as Electronic Arts, Activision and Ubisoft. Increasingly, those who score the plum publisher deals will turn out to be the winners in the competitive and fast-growing space.
The article doesn't sound amazingly convincing, if we're geing honest, but worth a nose nonetheless.