Google is taking the contextual ads to a new level. It's similar to chikita ads where you can switch between advertisments. Recourses: http://google.blognewschannel.com/index.php/archives/2006/03/10/googles-new-related-content-box/, http://blogs.zdnet.com/Google/?p=126 and live at this website.. http://www.vivi.ro/blog/?p=182
They are ads! First you click on a keyword and depending on what you click, the ads come up. Also it is very new - How can you know how it works?
Micromag - read what is in the links you pasted on your original post. It says clear as day that it is a content and news display box, not ads...
If they do have this type of ad then I just hope they have an option where you can tick a box to un select it as I wouldn't want it on my site.