Contextual advertising
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Contextual advertising (also called contextual targeting) is a form of targeted advertising for advertisements appearing on websites or other digital platforms, such as content displayed in mobile browsers. 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 the reputation and value of a brand.[2] Contextual ads are commonly perceived as less irritating than traditional advertising, therefore influencing users more effectively. It shows users’ areas of interest, thus increasing the chance of receiving a response.[3]
How it works
[edit]A contextual advertising system scans the content of a website for specific keywords and phrases and then returns advertisements to the webpage based on those keywords.[4] The advertisements may be displayed on the webpage as pop-up ads. If a user is browsing a sports-related website that uses contextual advertising, the user may see advertisements for companies related to sports, such as sellers of sports memorabilia or tickets. Contextual advertising is also used by search engines to display advertisements on their search results pages based on the keywords in the user's query.
When a visitor does not 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.
Service providers
[edit]Google AdSense was the first major contextual advertising network.[citation needed] It works by providing webmasters with JavaScript code that, when inserted into webpages, displays relevant advertisements from the Google inventory of advertisers. The relevance is calculated by a separate Googlebot that indexes the content of a webpage. Technology and service providers have emerged with more sophisticated systems that use language-independent proximity pattern matching algorithms to increase matching accuracy.[5]
Media.net is the other major contextual ad network competing with Google AdSense.[6][7]
References
[edit]- ^ ‘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.
Further references
[edit]- 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 original on 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.