Kontera says marketers are embracing in-text ads as they try to improve their yield In-text advertising is a pretty nascent, but growing market. According to Bryan Everett, senior vice president at Kontera, in-text advertising is about a $100 million annual business. In-text ads are ads that are linked to keywords in an article. For instance, in this Smart Money article on Sarah Palin, John McCain's choice for vice president, you'll notice certain words, such as "presidential" or "Republican" or "politics." If you scroll over those words with your mouse, you'll notice pop-up advertisements. Bryan said that the click-through-rates for such ads - once a mouse scrolls over the keywords - is between 12 percent and 20 percent. This compares to click-through rates of two-tenths of a percent for contextual ads around the text. Advertisers ... [ Read more ]