Methods and computer storage media for creating contextual-display advertisements are provided. A request for a contextual-display advertisement to be presented on a page is received. Upon receiving the request, the page is evaluated to determine the context of the page so that the resulting advertisement is contextually related to the requesting page. The contextually related text and base image are extracted from their respective database to be merged into a contextual-display advertisement. The visual characteristics of the advertisement text are manipulated to provide visual congruity among the elements of the advertisement. Additionally, the placement of the text on the base image is optimized to provide a contextual-image advertisement that is then rendered to be presented on the requesting page.