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Contextual advertising is a form of
targeted advertising Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focu ...
for
advertisement Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
s appearing on
websites A website (also written as a web site) is a collection of web pages and related content that is identified by a common domain name and published on at least one web server. Examples of notable websites are Google, Facebook, Amazon, and Wiki ...
or other media, such as content displayed in mobile browsers. In context targeting, advertising media are controlled on the basis of the content of a website using linguistic elements. The advertisements themselves are selected and served by automated systems based on the context of what a user is looking at.


How it works

A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on those keywords. The advertisements may be displayed on the webpage as pop-up ads. For example, if the user is viewing a website pertaining to sports and that website uses contextual advertising, the user may see advertisements for sports-related companies, such as memorabilia dealers or ticket sellers. Contextual advertising is also used by
search engines A search engine is a software system designed to carry out web searches. They search the World Wide Web in a systematic way for particular information specified in a textual web search query. The search results are generally presented in ...
to display advertisements on their search results pages based on the keywords in the user's query. 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 the ad in a go through time (a minimum time a user must click on the ad) the ad is automatically changed to next relevant ad showing the option below of going back to the previous ad. Contextual ads are less irritating than traditional advertising. That is why it influences user more effectively. It shows user area of interest thus increasing the chance of receiving a response.


Service providers

Google AdSense Google AdSense is a program run by Google through which website publishers in the Google Network of content sites serve text, images, video, or interactive media advertisements that are targeted to the site content and audience. These advert ...
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 advertiser's d ...
. It works by providing webmasters with
JavaScript JavaScript (), often abbreviated as JS, is a programming language that is one of the core technologies of the World Wide Web, alongside HTML and CSS. As of 2022, 98% of websites use JavaScript on the client side for webpage behavior, of ...
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. Recent technology/service providers have emerged with more sophisticated systems that use language-independent proximity pattern matching algorithm to increase matching accuracy. Media.net is the other major contextual ad network competing with Google AdSense.


Impact

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 hyperlinking, where a third-party installs software onto a user's computer that interacts with the
web browser A web browser is application software for accessing websites. When a user requests a web page from a particular website, the browser retrieves its files from a web server and then displays the page on the user's screen. Browsers are used o ...
."Customers Now", David Szetela, 2009 Keywords on a webpage are displayed as hyperlinks that lead to advertisers. 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.


Agency roles

There are several
advertising agencies An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally ...
that help brands understand how contextual advertising options affect their advertising plans. There are three main components to online advertising: # 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.


Notes


Further references

* * * * *{{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