Miva's new pay-per-click ad offering, InLine, will allow publishers to tailor the type of text ads inserted on their site based on site content and section, as well as frequency.

What sets InLine apart from similar text-ad offerings, such as Vibrant Media'sIntelliTXT, is the addition of links to related content within each ad unit, writes ClickZ. This not only allows publishers to drive traffic to additional content within the site but also maximizes ad-space, by inserting text-ads on the related content as well.

Publishers can also select whether the ads appear at every instance of a keyword, or only the first time. Miva's technology will filter keywords from being attached to sensitive content, such as stories involving natural disasters.

The inline ads, which can't be opted out of by keyword advertisers, are available across Miva's network to advertisers in the U.S., U.K., Italy, Spain, Germany and France.