Contextual advertising for Hyundai and Reuters

Google are the kings of contextual ads but the new deal between Hyundai and Reuters take a different spin on the subject. By creating what they are calling a virtual brand channel, driven by a specially developed algorithm, Reuters are placing the car manufacturers ads next to stories that meet their criteria of ’smart thinking’. Not sure what sort of stories they are as after clicking around for 5 or so minutes, I still have not found one. However, it did indicate the range of ads that Reuters do run, from simple Google contextual text ads through to full interactive rich media banners.