Don’t you just love those in-browser pop-ups? You might be seeing more of them. According to Jensense, they are on the way.

Google AdSense is moving beyond the traditional text and graphical advertising to rich media, including interstitials, expanding ads and floating ads. AdSense began contacting publishers last week to be involved in the rich media limited beta test. The campaigns will likely be site targeted, rather than contextual, but details on the actual implementation of these new ads are still under wraps.

I’m just speculating here, but this could also simply be a move by Google to capture a portion of the advertising marketing which until now its been completely left out of. In other words, these new options may only be available for big publishers — at least to begin with. But I could be wrong. What could be more effective than an ad that is not only very visible but also highly targetted? (and ultimately pays great for publishers.) On the other hand, as we saw with pop-ups and pop-unders, mass-use of these ad formats this could ultimately dillute their effectiveness.