Книга: Internet Marketing Terminology: Semantic Targeting, Cyber Monday, Conversion Optimization, Contextual Advertising, Inbound Marketing

Purchase includes free access to book updates online and a free trial membership in the publisher's book club where you can select from more than a million books without charge. Chapters: Semantic Targeting, Cyber Monday, Conversion Optimization, Contextual Advertising, Inbound Marketing, Permission Marketing, In-Text Advertising, Conversion Rate, Online Locator Service, Web Button, Editorial Related Advertising, Green Monday, Double Loop Marketing, E-Mail Drip Marketing, Conversion, Eday. Excerpt: Internet marketing Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers . The advertisements themselves are selected and served by automated systems based on the content displayed to the user. How contextual advertising works A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on what the user is viewing. The advertisements may be displayed on the webpage or 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 to display advertisements on their search results pages based on the keywords in the user's query. Service providers Google AdSense was the first major contextual advertising program. It works by providing webmasters with JavaScript code that, when inserted into webpages, displays relevant advertisements from the Google inventory of advertisers. The relevance is calculated by a separate Google bot , Mediabot , 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. Since the advent of AdSense, Yah...