Kontera, a San Francisco company that helps online publishers scans for key words in articles on their sites and then matches them real-time with relevant “in-text” ads, has raised $10.3 million in a second round of funding.

Investors are Israeli venture firm Carmel Ventures and existing backers Lehman Brothers and Sequoia Capital.

From the company’s statement:

ContentLink, Kontera’s flagship product, is an In-Text ad unit based on a patent pending real-time contextual analysis technology that finds relevant keywords on a publisher’s web page and automatically turns them into a link to the most relevant ad from among Kontera’s thousands of advertisers. ContentLink, available with text, images, rich media and video, enables web publishers to monetize untapped and incremental ad revenue, while providing marketers with a better ROI than with other advertising vehicles…

…“Kontera’s ContentLink In-Text Advertising is a great way for a web publisher to easily monetize their website without being intrusive or spammy,” said GrownUpGeek (www.grownupgeek.com) website and blog founder Randy Brown, “and a great complement for AdSense.”

“The Click-Through Rate (CTR) we see with Kontera is phenomenal compared to our other advertising. We usually get about a .3% with most of our pay-per-click advertising campaigns,” said TechSmith (www.techsmith.com) Advertising Specialist Jennifer Bedford, ”but with Kontera’s In-Text advertising, we’re seeing CTRs upwards of 10%.”

We last wrote about this company last year (scroll down), when it raised an undisclosed amount of funding.