The service, Content Match, will put links in various locations on partner website pages and embedded within content, to appear either on the side or bottom of pages.
The placements will feature Overture's Pay-For-Performance listing, where advertisers can bid for key search words. It is a rival to services like Google's AdWords, which produce sponsored links on search pages. Overture already has agreements to feature the service on , the car-buying site , the MyFamily network of sites, the Away Network and the industry site .
Overture says that it estimates the market for contextual advertising could reach $2bn within five years, and that Content Match is a potential new revenue opportunity.
Bill Demas, senior vice-president and general manager of Overture's partner business and solutions group, said: "By combining advanced technology, an industry-leading editorial team and customised partner implementations, we believe Overture will deliver the most relevant contextual advertising product on the internet."
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