diff --git a/r2/r2/config/routing.py b/r2/r2/config/routing.py
index 4e41341b0..ac5122f1b 100644
--- a/r2/r2/config/routing.py
+++ b/r2/r2/config/routing.py
@@ -244,7 +244,7 @@ def make_map(global_conf={}, app_conf={}):
 
     # Used for showing ads
     mc("/ads/", controller = "ad", action = "ad")
-    mc("/ads/r/:reddit_name", controller = "ad", action = "ad")
+    mc("/ads/r/:reddit_name/:keyword", controller = "ad", action = "ad", keyword=None)
     mc("/ads/:codename", controller = "ad", action = "ad_by_codename")
 
     mc("/try", controller = "forms", action = "try_compact")
diff --git a/r2/r2/controllers/mediaembed.py b/r2/r2/controllers/mediaembed.py
index cb147b8bb..6e181045a 100644
--- a/r2/r2/controllers/mediaembed.py
+++ b/r2/r2/controllers/mediaembed.py
@@ -66,9 +66,9 @@ class AdController(MinimalController):
                         request.fullpath,
                         random.choice(xrange(100)))
 
-    def GET_ad(self, reddit_name = None):
+    def GET_ad(self, reddit_name = None, keyword=None):
         c.render_style = "html"
-        return render_ad(reddit_name=reddit_name)
+        return render_ad(reddit_name=reddit_name, keyword=keyword)
 
     def GET_ad_by_codename(self, codename = None):
         if not codename:
diff --git a/r2/r2/lib/pages/pages.py b/r2/r2/lib/pages/pages.py
index 370d289ac..d6cbbf1a9 100644
--- a/r2/r2/lib/pages/pages.py
+++ b/r2/r2/lib/pages/pages.py
@@ -824,6 +824,9 @@ class LinkInfoPage(Reddit):
         if hasattr(self.link, "shortlink"):
             self.shortlink = self.link.shortlink
 
+        if hasattr(self.link, "dart_keyword"):
+            c.custom_dart_keyword = self.link.dart_keyword
+
         # if we're already looking at the 'duplicates' page, we can
         # avoid doing this lookup twice
         if duplicates is None:
@@ -3470,12 +3473,13 @@ class RawString(Templated):
        return unsafe(self.s)
 
 class Dart_Ad(CachedTemplate):
-    def __init__(self, dartsite, tag):
+    def __init__(self, dartsite, tag, custom_keyword=None):
         tag = tag or "homepage"
+        keyword = custom_keyword or tag
         tracker_url = AdframeInfo.gen_url(fullname = "dart_" + tag,
                                           ip = request.ip)
         Templated.__init__(self, tag = tag, dartsite = dartsite,
-                           tracker_url = tracker_url)
+                           tracker_url = tracker_url, keyword=keyword)
 
     def render(self, *a, **kw):
         res = CachedTemplate.render(self, *a, **kw)
@@ -3494,22 +3498,24 @@ class HouseAd(CachedTemplate):
 class ComScore(CachedTemplate):
     pass
 
-def render_ad(reddit_name=None, codename=None):
+def render_ad(reddit_name=None, codename=None, keyword=None):
     if not reddit_name:
         reddit_name = g.default_sr
         if g.frontpage_dart:
-            return Dart_Ad("reddit.dart", reddit_name).render()
+            return Dart_Ad("reddit.dart", reddit_name, keyword).render()
 
     try:
         sr = Subreddit._by_name(reddit_name)
     except NotFound:
-        return Dart_Ad("reddit.dart", g.default_sr).render()
+        return Dart_Ad("reddit.dart", g.default_sr, keyword).render()
 
     if sr.over_18:
         dartsite = "reddit.dart.nsfw"
     else:
         dartsite = "reddit.dart"
 
+    if keyword:
+        return Dart_Ad(dartsite, reddit_name, keyword).render()
 
     if codename:
         if codename == "DART":
diff --git a/r2/r2/templates/ads.html b/r2/r2/templates/ads.html
index e5c1a2744..ac1549918 100644
--- a/r2/r2/templates/ads.html
+++ b/r2/r2/templates/ads.html
@@ -25,7 +25,15 @@
    import random
  %>
 
-<% name = "r/%s/" % c.site.name if not c.default_sr else '' %>
+<%
+
+name = ''
+if c.custom_dart_keyword:
+    name = "r/%s/%s" % (c.site.name, c.custom_dart_keyword)
+elif not c.default_sr:
+    name = "r/%s/" % c.site.name
+
+%>
 
 <iframe id="ad-frame" frameborder="0" scrolling="no" name="ad-frame"
         src="${g.ad_domain}/ads/${name}">
diff --git a/r2/r2/templates/dart_ad.html b/r2/r2/templates/dart_ad.html
index 43cb5528b..cff0a5b73 100644
--- a/r2/r2/templates/dart_ad.html
+++ b/r2/r2/templates/dart_ad.html
@@ -57,10 +57,10 @@
       <script language="JavaScript" type="text/javascript">
         //<![CDATA[
 ord=Math.random()*10000000000000000;
-document.write('<script language="JavaScript" src="http://ad.doubleclick.net/adj/${thing.dartsite}/${thing.tag};kw=${thing.tag};tile=1;sz=300x250;ord=' + ord + '?" type="text/javascript"></scr' + 'ipt>');
+document.write('<script language="JavaScript" src="http://ad.doubleclick.net/adj/${thing.dartsite}/${thing.tag};kw=${thing.keyword};tile=1;sz=300x250;ord=' + ord + '?" type="text/javascript"></scr' + 'ipt>');
 //]]>
       </script>
-      <noscript><a href="http://ad.doubleclick.net/jump/${thing.dartsite}/${thing.tag};kw=${thing.tag};tile=1;sz=300x250;ord=123456789?" target="_blank"><img src="http://ad.doubleclick.net/ad/${thing.dartsite}/${thing.tag};kw=${thing.tag};tile=1;sz=300x250;ord=123456789?" width="300" height="250" border="0" alt=""/></a></noscript>
+      <noscript><a href="http://ad.doubleclick.net/jump/${thing.dartsite}/${thing.tag};kw=${thing.keyword};tile=1;sz=300x250;ord=123456789?" target="_blank"><img src="http://ad.doubleclick.net/ad/${thing.dartsite}/${thing.tag};kw=${thing.keyword};tile=1;sz=300x250;ord=123456789?" width="300" height="250" border="0" alt=""/></a></noscript>
     </div>
     <div id="adlink">
       <a target="_top" href="#" onmousedown="rwt(this)">