Real-time search engine OneRiot has launched RiotWise Trending Ad Units, which automatically refresh based on what's trending on the social web.

Previously, OneRiot's Trending Ads were available only via OneRiot's API, meaning developers had to create a customized user interface for their ads.

RiotWise Trending Ads link the latest published and relevant content from OneRiot's network of media partners. OneRiot says the real-time relevance of the ads lead to click through rates at four times industry norms.

"RiotWise Trending Ad Units serve fresh content that's relevant right now," said Tobias Peggs, GM, OneRiot.

"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."

Publishers can call the RiotWise Trending Ad Units the same way they would call standard ad units.

Since its launch last December, OneRiot's Trending Ads have seen exponential growth across Twitter apps, social messaging desktop apps and real-time search engines.