Note that many websites have their own advertising, unrelated to adware.
System tracks online behavior by matching user keywords in user-entered URLs, web page forms, search forms and click-through destinations which are then mapped against keywords generating ad delivery.
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From the Website:
The midADdle interstitial ad network combines the latest innovations in business and technology to help create an increase in ad- awareness, brand- recall, and higher response rates. Since interstitials are launched between web pages they capture the user's full attention.