BazaarVoice has unveiled a partner program, Radius, which ports customer comments and reviews into online ads.

Radius gives firms access to an open API which enables clients to syndicate comments and reviews from product pages, then include them in display ads or other units. Content can also be ported to comparison shopping sites.

BazaarVoice said Radius will quality-check for inappropriate or abusive entries (spam, racist commentary and the like). Negative reviews are not removed to maintain a sense of authenticity.

No mention was made of potential privacy implications.