The latest supermarket price wars triggered by Tesco's swingometer ads have boosted traffic to price comparison website Mysupermarket.co.uk and helped bring in revenue for the first time since its launch in October. Now Mysupermarket has decided to open the site up to advertisers, although director Johnny Stern said the site would be careful to maintain neutrality. "Advertisements and promotions will be marked as sponsored items." P&G has signed up with ads for Pampers and Ariel. Mysupermarket has also agreed a partnership with The Sun and launched a price-check tracker on the online Sun Money page to show the prices of 50 top brands.

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