Context advertising ABC

Contextual advertising and search advertising is the kind of advertising creative activity on the Internet, which implies a clear binding to the theme and meaning of web content pages on which the advertisement will appear.

How contextual advertising works

The system that processes contextual advertising, scans the text of web pages in the search of keywords and returns to the page your ad, which corresponds to a specific keyword term or phrase found on the page. Ads can be displayed directly on the page or in the form of popup windows (pop-up) or pop-up “text-tips”. Contextual advertising also is used by search engines to display ads on pages of search results based on your search term used by the visitor (although this type of commercial should apparently more correctly be described as “search advertising”).

Content advertising suppliers

Google AdSense was the first major contextual advertising program. AdSense provides web masters with JavaScript code, which is when installed on the page, displays relevant ads on those pages from the database of advertising campaigns from Google. Relevance is determined by a separate Google bot, called Mediabot, which indexes the content of web page. Currently there are very complex systems used for determining relevancy based on a probabilistic model of coincidence, which makes the matching algorithm of the text and ads very accurate.

Effect of contextual advertising

Automatically generated content ads are often unable to provide effective advertising of goods and services due to the incompatibility of product pages text. Contextual advertising on the contrary shows excellent results. Due to their task orientation, the chances for ad content on click through are very big, and that brings in the ultimate profit for both advertisers and site owners.

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