contextual advertising
{{Short description|Role of language in advertising}}{{redirect|Content recommendation|other content recommendation systems|recommender system}}
{{Internet Marketing}}
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.[https://web.archive.org/web/20180911130811/https://digiday.com/media/personalization-diminished-gdpr-era-contextual-targeting-making-comeback/ ‘Personalization diminished’: In the GDPR era, contextual targeting is making a comeback] Published by digiday on June 7, 2018, retrieved on November 13, 2019
As advertisers and marketers increasingly prioritize brand safety and suitability, contextual advertising has emerged as a crucial aspect of safeguarding brand reputation and value.{{Cite web|title=Why 'brand suitability' is replacing brand safety|url=https://digiday.com/marketing/brand-suitability-replacing-brand-safety/|date=2020-01-24|website=Digiday|language=en-US|access-date=2020-05-14}} 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.{{cite news |title=Advantages of Contextual Advertising for Apps |url=https://applead.net/en/context |access-date=2016-10-24}}
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.{{cite news |url=https://www.pcmag.com/encyclopedia_term/0%2C2542%2Ct%3Dcontextual+marketing%26i%3D56351%2C00.asp |title=Contextual Marketing Definition |access-date=2008-07-21 |work=PC Magazine |archive-date=2008-09-20 |archive-url=https://web.archive.org/web/20080920033601/http://www.pcmag.com/encyclopedia_term/0%2C2542%2Ct%3Dcontextual+marketing%26i%3D56351%2C00.asp |url-status=dead }} 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 was the first major contextual advertising network.{{Citation needed|date=November 2010}} Changes to the leading advertiser Google Chrome browser are set to widen the market of contextual advertisers online. {{Cite web |last=Growthlabs|date=2025-03-05| title=Google Selling Chrome? A New Era For Digital Marketing?| url=https://growth-labs.co.uk/google-selling-chrome-a-new-era-for-digital-marketing/| access-date=2025-03-05 |website=Growthlabs |language=en-US}} It works by providing webmasters with JavaScript 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 to increase matching accuracy.{{cite web|url=https://techcrunch.com/2008/01/15/proximic-signs-deals-with-yahoo-and-ebay-to-turn-product-listings-into-contextual-ads-taking-on-adsense/ |title=Proximic Signs Deals With Yahoo and eBay To Turn Product Listings Into Contextual Ads; Taking on AdSense |access-date=2008-01-15}}
Media.net is the other major contextual ad network competing with Google AdSense.{{Cite web|url=https://thenextweb.com/insider/2012/05/07/media-net-is-building-an-army-to-challenge-googles-contextual-advertising-dominance/#gref|title=Media.net Will Soon Employ 500 People To Challenge Google|last=Wauters|first=Robin|date=2012-05-07|language=en-US|access-date=2016-08-19}}{{Cite web|url=https://techcrunch.com/2010/11/01/divyank-turakhia-directi-tctv/|title=From Bootstrapping To $300M In Value: Meet The Founder Of Directi (TCTV)|last=Wauters|first=Robin|website=TechCrunch|date=November 2010 |access-date=2016-08-19}}
References
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External links
- {{cite web|url=http://www.eweek.com/c/a/Enterprise-Applications/A-Battle-Is-Brewing-Over-Online-Behavioral-Advertising-Market/|title=A Battle Is Brewing Over Online Behavioral Advertising|publisher=www.eweek.com|access-date=2008-10-20|last=Ferguson|first=Renee Boucher}}{{Dead link|date=December 2023 |bot=InternetArchiveBot |fix-attempted=yes }}
- {{cite web|url=http://mashable.com/2008/06/19/contextual-advertising/|title=When Contextual Advertising Goes Horribly Wrong - Mashable|publisher=mashable.com|access-date=2008-10-20|last=Ostrow|first=Adam |date=19 June 2008}}
- {{cite web|url=http://www.ftc.gov/opa/2007/12/principles.shtm|title=FTC Staff Proposes Online Behavioral Advertising Privacy Principles|date=20 December 2007|publisher=www.ftc.gov|access-date=2008-10-20}}
- {{cite journal|author1=Kenny, D. |author2=Marshall, J. |date=November–December 2000 |title=Contextual Marketing: The Real Business of the Internet |journal=Harvard Business Review |volume=78 |issue=6 |pages=119–125 |pmid=11184966 |url=http://hbswk.hbs.edu/archive/2124.html |access-date=2008-07-22 |url-status=dead |archive-url=https://web.archive.org/web/20141013200540/http://hbswk.hbs.edu/archive/2124.html |archive-date=2014-10-13 }}
- {{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}}