Editorial content provider Healthline Networks has become the latest entity to start its own vertical ad network.

Health Semantic Taxonomy Ad Targeting On-Demand, or HealthSTAT, is targeted to publishers covering healthcare topics and advertisers looking to reach their audiences.

Instead of merely scanning keywords, the system analyzes topics covered in posts and articles in order to place ads; for example, it may serve a cold treatment ad next to a page that covers cold symptoms.

Healthline believes its position as a vertical search engine will help it gain in-roads with advertisers seeking broad contextual placement. Sites on the ad network include Healthline.com (owned by Healthline), MyOptumHealth, USNews.com, Elder.com and the AARP.

In March, Google took a stance against advertising on its own health platform.