Re: Contextual Advertising

From: Cliff Kurtzman <moderator_at_o-a.com>
Date: Fri 07 Nov 2003 09:40:37 -0600

Suppose you have a news site, and you put up a news story about
the discovery of a new species of bird in South America. Instead
of serving up a random ad from one of your advertisers on the
page, suppose your ad serving software was smart enough to realize
that the news story was about birds, and it therefore puts ads on
the page from your advertisers that sell bird feed and bird cages,
etc. The rationale being that those people that are interested in
reading about a new kind of bird might be more inclined to buy from
an advertiser selling something that is bird-related.

This is contextual advertising. As many people mentioned at
AD:TECH, contextual advertising is an interesting concept that has
not quite arrived yet. Advertisers are not seeing anywhere near the
kind of response rates with this kind of contextual ad that they
would see if they bought a paid inclusion ad on Google that is
served up when someone types in "bird seed."


Best,

Cliff Kurtzman
Moderator
Online Advertising Discussion List
http://www.o-a.com
(281) 480-6300




Received on Fri Nov 07 2003 - 09:40:37 CST