eBay Inc. announced they are planning to launch AdContext, a system of ads that will run on other sites and direct visitors to eBay auctions.

The contextual ad system will be similar to Google Inc.'s and Yahoo! Inc.'s ad systems. Sites enabled with keywords will generate eBay ad linking to an auction related to those keywords. The ad revenues will be split between eBay and the web affiliate sites.

eBay is currently a partner of Google AdWords. The launching of eBay AdContext is seen as a way to shift the company's reliance on Google, diversify its business and generate more revenue.