When using the Google Translate product, brand names in the translated language that match the requested translation would be shown. Rather than default text ads, the ads would appear in the language of the user and help to whet his or her appetite for the other language product.

As an example, you translate the word "refrigerator" from English to German. The translated word, kuehlschrank, appears as normal. Below the translation, rich-media ads (including video, audio, et cetera) appear for companies that produce refrigerators in Germany, including Miele, AEG, Bauknecht and Liebherr.