[ryanwaggoner]

The guys at Atma are building an innovative app that should shake up the in-text advertising market—a market that has earned a bad rep due to companies like Kontera, which often deliver spammy ads. Atma’s app eliminates the spamminess and delivers ads that are actually useful.

The Atma guys hacked up a way to integrate their in-text links with SeatGeek. Thanks to Atma, select words in this blog will now link to SeatGeek event pages. Let’s say, for example, I’m talking about the Cleveland Browns. Whenever you roll over the Brown’s name, you’ll see a small popup that links to the SeatGeek page for the Brown’s upcoming game.

Translation: all those other in-text links are spammy, but the ones that point to our service are tremendously useful!

Come on. How is this different from any other in-text advertising scheme?

[Coax]

Perhaps the difference is the fact that in this case, the site owner gets to choose the exact words that are linked. With traditional in-text advertisers the site owner doesn't have that control.

[ryanwaggoner]

Actually, from this description, it sounds like any sports team names are linked. So I guess you have control in the sense that you know that if you type the name of a sports team, it'll get linked. I still think it's essentially the same thing.

So from a blogger’s perspective, adding a few lines Atma JavaScript gives their site a new feature and an additional revenue stream.