Content on the sites will be curated based upon the most popular searches online, and the advertising has been created to organically play against that. For instance, if a woman searches on Google with the question “How do I apply green eye shadow to fair skin and hazel eyes?” she will be directed to one of Demand’s sites that has a relevant article, a collection of videos from leading makeup artists on how to apply the makeup and an ad from L’Oréal about its green eye shadow.

via www.wwd.com

Very interesting….