While contextual targeting of text ads is easy, achieving that same level with video ads has been trickier. Podzinger thinks it has a solution, or at least the beginnings of one. When one of its content partners puts up new material, it's indexed and cross-matched with the video ads PodZinger has in its inventory. Those videos are then served up on the partner sites, but with a twist. The videos won't always play from the beginning but will start at a point that matches what the end-user reader has searched for or is a contextual match to the content. The depth of Podzinger's data then allows the advertisers to slice and dice the data in a way that gives a detailed view of the user's interaction with the ad.