Contextual Advertising

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A contextual ad is the same ad Google or Overture displays at the top of search results. It's labeled "sponsored result" or "sponsored link." But this ad is instead displayed on a content page that contains relevant material. The ad serving is automated, based on algorithmic relevancy consideration.

Contextual advertising is a relatively new online advertising channel. It's available through Google, Overture and Sprinks. I'm fascinated by these ads because I believe they're a fundamental component of the inquiry marketing mix, although they're slightly removed from the behavior of search.

Why are contextual ads important? Not all Internet sessions begin at a search engine. Not every searcher clicks on any one search result. Some people begin their online journey on a news site, sports site, or e-commerce site. While there, they may choose to view content relevant to your category or brand. They'll educate themselves about a topic while you have an opportunity to be in front of them. more