After Overture and Google revolutionized the contextual text link ads on Internet, many startups now trying to use the technology to automate display ads based on some algorithms. There are three companies claimed to build these tools for advertising industry.

Adisn’s approach has been to build a database of related words so it can assess the content of a Web site or blog based on the words on its pages. Adisn then buys space on Web sites, and uses its information to find an appropriate ad to show visitors to those sites. If a visitor views pages about beaches, weather and Hawaii, it might suggest that the visitor is interested in Hawaiian travel. Based on that analysis, Adisn’s system pulls different components — actors, fonts, background images — to make an ad.

Tumri’s approach is slightly different. It creates a template for ads, including slots for the message, the color, the image and other elements. Unlike Adisn, it does not buy ad space, but lets clients — like Sears and Best Buy — choose and buy space on sites themselves. And rather than building a contextual database like Adisn, Tumri uses whatever targeting approach advertisers are already using, whether it is behavioral or contextual or demographic, and assembles an ad on the fly based on that information.

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