Having a breakdown? May we suggest a mechanic?

Online publications are looking to cash in on a new form of advertising that allows companies to sponsor certain “relevant” words within editorial content.

These “in-text” ads popup when a user moves their cursor over the word.

“Wit all campaign words we ensure that there is a relevant link between the word choice and the advertiser’s campaign,” boasts a company spokesman at in-text company Vibrant Media.

Friends Reunited decided to rent out the word “breakdown” in an entry on its site about a man who was “admitted to a psychiatric hospital after a breakdown and diagnosed with schizophrenia”.

Did the word throw up an ad for psychiatic help or the Samaritans?

No, but at least we now know who to contact if our car won’t start.

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