Performance marketing network and interactive agency AdValiant, a division of Dialogue Group, has launched an online contextual advertising tool that delivers ads and content when users scroll over marked keywords, reports DM News. For example, a small ad for online car loans appears when a user scrolls over underlined phrases such as "car purchase" on CarCredit.com - or users can be prompted to sign up for e-newsletters or fill out applications.

AdValiant CEO Peter Bordes said this offering allows publishers to compete with search engines: "While web marketers have funneled an increasing amount of money into performance campaigns, the vast majority of this money has been directed to search engines, not to web publishers."