The service is called Miva InLine, and is similar to the type of ads already offered by IntelliTXT. As ClickZ reports:
When a user mouses over an InLine ad, a floating ad appears, showing the top-bidded pay-per-click ad from Miva’s advertisers for that keyword. Later this year, InLine ads will also include advertiser logos. Ads are clearly labeled, with a link to more detailed descriptions of the source of the ads.
I have mixed feelings over these ads. As a reader, I often get annoyed when I think I’m clicking a link, but instead clicking an ad. However, I can see the appeal for publishers, looking to monetize their content.
Anyone care to share their thoughts?