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Contextual advertising is a form of
How it works
A contextual advertising system scans the text of a website for
Contextual advertising is a form of targeted advertising in which the content of an ad is in direct correlation to the content of the web page the user is viewing. An example of contextual advertising is an ad offering a special price on a flight to Italy appearing on a website concerning traveling in Europe. Contextual advertising is also called "In-Text" advertising or "In-Context" technology.
Apart from that, when a visitor doesn't click on an ad in the go through time (the minimum time a user must click on the ad), the ad is automatically changed to the next relevant ad, with the option below of going back to the previous ad.
Contextual ads are commonly perceived as less irritating than traditional advertising. That is why it influences users more effectively. It shows users’ areas of interest, thus increasing the chance of receiving a response.
Contextual advertising has made a major impact on earnings of many websites. Because the advertisements are more targeted, they are more likely to be clicked, thus generating revenue for the owner of the website (and the server of the advertisement).
Contextual advertising has attracted some controversy through the use of techniques such as third-party
With advertisers and marketers focusing on Brand Safety and Suitability, contextual advertising plays a role in protecting a brand's value. Brand positioning and contextual advertising are directly correlated to user perceptions so it is important for marketers to protect their brands by using appropriate contexts.
There are several
- creation—what the advertisement looks like
- media planning—where the advertisements are to be run; also known as "placements"
- media buying—how the advertisements are paid for
Contextual advertising replaces the media planning component. Instead of humans choosing placement options, that function is replaced with computers facilitating the placement across thousands of websites.
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