“Now more than ever, publishers and bloggers are looking to generate as much revenue from their current ad serving providers,” Mathew Haugen, VP Business Development, Kontera, told ADOTAS. “These partnerships enable ScribeFire and PubMatic publishers to quickly and easily begin generating revenue from Kontera.”

Kontera will analyze their partners’ publishers’ content and highlight contextually relevant keywords and then matches them will contextually relevant advertising or information. Though Kontera complements Google AdSense, publishers of user-contributed media regularly report equal or greater click-through rates with Kontera than with AdSense, the company said.

Kontera has over 20,000 publishers in its network, reaches over 85 Million unique users per month and works with thousands of brand and direct marketers across many verticals. Founded in 2003, Kontera is backed by Sequoia Capital, Lehman Brothers and Carmel Ventures and has offices in San Francisco, New York and Tel Aviv.