Abstract: Systems and methods for dynamic integration of advertisements in 3D virtual environments may provide contextual placement of advertising assets into those environments. The advertising assets may include 3D models of products or advertisements. The selection of appropriate advertising assets during runtime may be dependent on context-sensitive metadata associated with placeholders tagged in the virtual environment by a virtual environment authoring application, and corresponding metadata associated with available advertising assets. The metadata may include classification attributes, visual attributes, physical attributes, behavioral attributes, or interactivity attributes. The selection of appropriate advertising assets may be further dependent on user information and/or game session information captured at runtime. Additional advertising assets may be dynamically selected in response to interactions with the advertising assets, or dependent on changes in status of a user or game session.