Contextual advertising
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Contextual advertising (also called contextual targeting) is a form of targeted digital advertising. Contextual advertising is also called "In-Text" advertising or "In-Context" technology. Contextual targeting involves the use of linguistic factors to control the placement of advertising material. The advertisements are selected and delivered by automated systems, taking into consideration the context of a user's search or browsing behavior.[1]
As advertisers and marketers increasingly prioritize brand safety and suitability, contextual advertising has emerged as a crucial aspect of safeguarding brand reputation and value.[2] Contextual ads are commonly perceived as less irritating than traditional advertising, therefore influencing users more effectively. It reflects user interests, thus increasing the chance of receiving a response.[3]
How it works
A contextual advertising system scans the content of a website for specific
When a visitor does not click on an ad quickly enough (the minimum time a user must click on the ad), the ad automatically changes to the next relevant ad.
Service providers
Media.net is the other major contextual ad network competing with Google AdSense.[6][7]
References
- ^ ‘Personalization diminished’: In the GDPR era, contextual targeting is making a comeback Published by digiday on June 7, 2018, retrieved on November 13, 2019
- ^ "Why 'brand suitability' is replacing brand safety". Digiday. 2020-01-24. Retrieved 2020-05-14.
- ^ "Advantages of Contextual Advertising for Apps". Retrieved 2016-10-24.
- ^ "Contextual Marketing Definition". PC Magazine. Archived from the original on 2008-09-20. Retrieved 2008-07-21.
- ^ "Proximic Signs Deals With Yahoo and eBay To Turn Product Listings Into Contextual Ads; Taking on AdSense". Retrieved 2008-01-15.
- ^ Wauters, Robin (2012-05-07). "Media.net Will Soon Employ 500 People To Challenge Google". Retrieved 2016-08-19.
- ^ Wauters, Robin (November 2010). "From Bootstrapping To $300M In Value: Meet The Founder Of Directi (TCTV)". TechCrunch. Retrieved 2016-08-19.
External links
- Ferguson, Renee Boucher. "A Battle Is Brewing Over Online Behavioral Advertising". www.eweek.com. Retrieved 2008-10-20.[permanent dead link]
- Ostrow, Adam (19 June 2008). "When Contextual Advertising Goes Horribly Wrong - Mashable". mashable.com. Retrieved 2008-10-20.
- "FTC Staff Proposes Online Behavioral Advertising Privacy Principles". www.ftc.gov. 20 December 2007. Retrieved 2008-10-20.
- Kenny, D.; Marshall, J. (November–December 2000). "Contextual Marketing: The Real Business of the Internet". Harvard Business Review. 78 (6): 119–125. PMID 11184966. Archived from the originalon 2014-10-13. Retrieved 2008-07-22.
- Revesencio, Jonha (2015-04-09). "CRM Retargeting: How It Works and Everything You Need to Know Before Using It - Huffington Post". huffingtonpost.com. Retrieved 2015-04-09.