OneRiot today announced the release of RiotWise trending ad units that, like the feeds they're meant to follow, automatically generate real-time advertising content related to trending topics.

The Boulder, Colorado-based company launched RiotWise in October 2009 as an ad format specifically targeted at publishers interested in monetizing content on the real-time Web.

Trending ads had previously been available only through OneRiot's API, which left a lot of work to developers. With today's announcement, any real-time Web service--social networks, meme trackers, etc.--can easily implement the ad units.

"RiotWise Trending Ad Units serve fresh content that’s relevant right now," said OneRiot General Manager Tobias Peggs. "It’s perfect for social networks, realtime meme trackers and other social sharing services where users are primarily in discovery mode and rabidly consume content related to trending topics. Now those sites have a smart way to monetize with an ad product that makes sense to their users."

Likely the more dependent a site is upon real-time generated content, the more likely the trending RiotWise advertising content will appeal to users on the site.

One Riot says these trending ads generate "click through rates at four times industry norms."

Founded in 2006, OneRiot has raised $27.3 million to date via three rounds of funding, the last taking place in August 2009. Both Spark Capital and Appian Ventures have contributed to all three rounds.