I can not believe they have not done so. It is
contextual advertising and I use it on my movie site and frigging hope Google do! However Kontera are quite good at payouts and only a little behind what Google pays per click. A quote from...
http://www.revenews.com/joelcomm/200...t_adsense.html
Quote:
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Kontera has actually been in the keyword business for about six years but their AdLinks program is only now beginning to gather steam. Instead of putting ad units on a Web page and sending ads with some relevance to the site’s content, AdLinks highlights particular words already in a publisher’s text and presents ads in a floating tool tip only when a user mouses over. That means advertisers are getting users with a strong interest in their products, publishers are getting highly targeted ads and users are getting an uninterrupted surfing experience in which calling up ads can actually be fun.
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Another company doing this is:
www.vibrantmedia.com