Accentuating terms of interest in an advertisement to be served in an interactive environment. Such terms of interest can be determined from information in a request for the advertisement. Such ad request information may include query information, geolocation information, etc. In the context of text-based ads, accentuation may include bolding the term(s), underlining the term(s), increasing the font size of the term(s), coloring the font of the term(s), shading the font of the term(s), flashing the text of the term(s), etc. Such accentuation helps users to quickly identify how an advertisement is related to what they are looking for. For example, in the context of a search engine which returns search results, as well as multiple text-based ads, users viewing a search result page in response to their query can quickly scan such a search result page for relevant information. This helps to improve the performance of ads, particularly if advertisers wordsmith their advertisements with care.