Performance marketing network Miva has launched both a contextual ad program (in beta) and a white-paper broadside aimed at Google AdSense and Yahoo Publisher Network, writes DM News. Its white paper, titled "The Miva Principle," argues that Google and Yahoo erode publishers' brands, whereas Miva gives publishers more control. Its program combines automated and manual solutions.

Publishers can determine whether a web page should use Miva's contextual engine to dynamically serve ads based on page content, or they can manually select keywords to match ads to content and/or visitor demographics.

"We believe our contextual solution will provide publishers with significantly improved flexibility and control, enabling them to attract and retain advertisers and to more substantially monetize their own brands on the Web," said Peter Corrao, Miva chief operating officer.