The next time you log on to the Bombay Stock Exchange website, be prepared for advertisements staring at you alongside stock quotes.

Asia's oldest stock exchange has tied up with the Internet world's current darling, Google, for cashing in on the latest advertisement garnering tool -- that is through website ads related to the content on the page.

This means that ads could be of financial products when quotes are searched for banking stocks and of mobile phones for telecom stock pages.

"BSE has tied up with Google for a couple of months initially on a trial basis for posting non-broker advertisements on its website," sources with direct knowledge of the issue told PTI.

The BSE is experimenting with this revenue model after similar steps taken by global exchanges like the London Stock Exchange and Nasdaq, the source added.

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