Kontera's tag line is "Creating In-Text Relevance".
They use a very simple trick to boost revenues, while compromising the user experience, and clearly not living up to what they tag line says.
So what is the trick? Very simple. Kontera links tech term that users tend to click on frequently but instead of serving a relevant ad, they link the keyword to a high CPC ad (for example: auto insurance or immigration attorney).
This trick benefits from the fact that 90%+ of the users who interact with Kontera's links, click on them as they thinks these are regular hyperlinks. These users don't wait for the pop up to show and clearly don't read the ad to judge whether it is relevant to the keyword.
This Tumblog has a bunch of examples of Kontera's In-Text Relevance.
