Digital First Ventures (the venture capital arm of Digital First Media) has announced a partnership with AdGlue -- a contextual advertising startup founded by Ben Ilfeld, owner and founder of The Sacramento Press.

Adglue allows advertisers to create ads and select specific articles that they want their ads to run next to -- 100% of the time for 30 days. It's designed to serve small-medium sized businesses, so they can exercise some control over the context in which their ads get displayed. Here's how it works:

What's in it for publishers? John Paton, Chief Executive Officer of Digital First Ventures and Digital First Media, notes that "AdGlue provides a platform for media companies to uncover additional revenue for long tail content that may otherwise be undervalued and under-monetized."

Adglue is being piloted in the Sacramento area, and is apparently open to partnerships with publishers (see publisher terms). The partnership announcement did not specify whether/when Adglue might be offered to advertisers for Digital First Media properties.