Media company to match news content and ads

Espotting Media, a company that works with online news publishers such as Times Online, Trinity Mirror Group and Emap is set to provide sponsored listings on the Sun's Web site, according to a new deal last week, reports dotJournalism. Espotting uses keywords on a page to display relevant ads alongside. Consequently, Sun's sports, entertainment, movies and life sections will now carry ads that match the news content of the page.