Search company Ask is preparing to do battle with Google in the online advertising sector with the launch of Ask Related Search.

However, Ask is pitching its ad platform, which will be distributed in the US by MediaJump, as a complement to Google's AdSense offering.

Ask Related Search focuses on the web publisher and the end user, rather than the advertiser. The service offers various customisation options, the ability to choose targeted keywords and keyword phrases, and a profit-sharing affiliate programme.

Ponn Sabra, founder of EmpowerWomenNow.com, is piloting the service to help attract high-trafficked website owners to try the new marketing method, without taking down their Google AdSense service.

The platform is driven by keyword and keyword phrase selection, rather than content, and is designed to be seen by the web user as a helpful resource rather than an obvious advertisement.