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. As advertisers and marketers increasingly prioritize brand safety and suitability, contextual advertising has emerged as a crucial aspect of safeguarding brand reputation and value. 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.

How it works

A contextual advertising system scans the content of a website for specific keywords and phrases and then displays advertisements based on those keywords. For example, a user browsing a sports-related website sees 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 quickly enough (the minimum time a user must click on the ad), the ad automatically changes to the next relevant ad.

Service providers

Google AdSense Google AdSense is a program run by Google through which website publishers in the Google Display Network, Google Network of content sites serve text, images, video, or interactive media advertisements that are targeted advertising, targeted t ...

was the first major contextual

advertising network An online advertising network or ad network is a company that connects advertisers to websites that want to host advertisements. The key function of an ad network is an aggregation of ad supply from publishers and matching it with the advertiser' ...

. Changes to the leading advertiser

Google Chrome Google Chrome is a web browser developed by Google. It was first released in 2008 for Microsoft Windows, built with free software components from Apple WebKit and Mozilla Firefox. Versions were later released for Linux, macOS, iOS, iPadOS, an ...

browser are set to widen the market of contextual advertisers online. It works by providing webmasters with

JavaScript JavaScript (), often abbreviated as JS, is a programming language and core technology of the World Wide Web, alongside HTML and CSS. Ninety-nine percent of websites use JavaScript on the client side for webpage behavior. Web browsers have ...

code that, when inserted into webpages, displays relevant advertisements from the Google ad inventory. Relevance is calculated by a separate Googlebot that indexes the content of a webpage. Competitors use language-independent proximity pattern matching

algorithms In mathematics and computer science, an algorithm () is a finite sequence of mathematically rigorous instructions, typically used to solve a class of specific problems or to perform a computation. Algorithms are used as specifications for per ...

to increase matching accuracy. Media.net is the other major contextual ad network competing with Google AdSense.

References

External links

* * * * *{{cite news, url=http://www.huffingtonpost.com/jonha-revesencio/crm-retargeting-how-it-wo_b_7034194.html, title=CRM Retargeting: How It Works and Everything You Need to Know Before Using It - Huffington Post, publisher=huffingtonpost.com, access-date=2015-04-09, last=Revesencio, first=Jonha, date=2015-04-09 Advertising Online advertising methods