IPC Media will offer online contextual advertising across all its websites, the UK publisher announced on Wednesday.
A contextual advertising system, based on Cambridge University's research, scans a website for keywords and posts advertisements connected to the keywords.
Advertising company Grapeshot is working with the IPC Digital Sales unit to introduce these ads, for titles such as music site nme.com, women's site marieclaire.co.uk, celebrity site now.co.uk and lads magazine loaded.co.uk.
This genre of advertising will be a fundamental revenue driver, said IPC digital commercial development director Nicholas Bradley. IPC gets about 20 million unique users a month.