As its answer to Google's AdSense, FindWhat has released its own ad-syndication program, called AdRevenue Express. Currently available only to preexisting advertisers who wish to publish FindWhat ads on their sites, the program is notable in at least two ways:

1. Unlike Google's contextual system, which selects ads based on machine-determined page content, FindWhat allows publishers to select topic categories. This low-tech solution gives publishers a more blunt tool, but one that avoids the wholesale misreading of pages that can occur in AdSense.

2. AdRevenue Xpress publishers may opt to "reinvest" their earnings into their advertising programs, and if they do, they receive a 10-percent discount on advertising clickthrough costs. this remarkable innovation directly addresses the issue of advertising and publishing ads through the same system. The 10-percent discount edges the equation toward self-funding ad campaigns—a good value proposition for advertisers whose site revenues are based on advertising, not product sales.

This announcement is the second in two weeks from FindWhat, which is rampaging into the limelight as a Google/Overture competitor. The company's pay-per-call local advertising PPC scheme also broke new ground.