Contextual Advertising Task
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A contextual advertising task is an advertising task that inserts advertising items that naturally fix the placement context.
- AKA: CA.
- Context:
- It can be provided by a Contextual Advertising Service.
- …
- Example(s):
- Product Placement Advertising, where ad items appear naturally in a media entertainment product (e.g. a can of Pepsi cola in a movie).
- Link Insertion Advertising, where the product hyperlinks appear naturally in a web page.
- Search Engine Advertising, where advertisement items appear based on the search keywords.
- In-Text Advertising.
- …
- Counter-Example(s):
- See: Advertising Network.
References
2013
- (Wikipedia, 2013) ⇒ http://en.wikipedia.org/wiki/Contextual_advertising Retrieved:2013-12-1.
- 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.
- (Wikipedia, 2013) ⇒ http://en.wikipedia.org/wiki/Contextual_advertising#How_contextual_advertisings_works Retrieved:2013-12-1.
- A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on those keywords. [1] 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. 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. For example, if you are visiting a website concerning travelling in Europe and see that an ad pops up offering a special price on a flight to Italy, that’s contextual advertising. Contextual advertising is also called “In-Text” advertising or “In-Context” technology. [2]
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.
- A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on those keywords. [1] 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. 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. For example, if you are visiting a website concerning travelling in Europe and see that an ad pops up offering a special price on a flight to Italy, that’s contextual advertising. Contextual advertising is also called “In-Text” advertising or “In-Context” technology. [2]
2008
- (Chakrabarti et al., 2008) ⇒ Deepayan Chakrabarti, Deepak Agarwal, and Vanja Josifovski. (2008). “Contextual Advertising by Combining Relevance with Click Feedback.” In: Proceeding of the 17th International Conference on World Wide Web (WWW 2008). doi:10.1145/1367497.1367554.
- QUOTE:A major part of the advertising on the web falls into the category of textual ads: short textual messages usually marked as “sponsored links” or similar. There are two main types of textual ads on the web today:
- Sponsored Search (SS) or Paid Search advertising places ads on the result pages from a web search engine based on the search query. All major current web search engines support such ads and act simultaneously as a search engine and an ad agency.
- Contextual advertising or Context Match (CM) advertising places ads within the content of a generic, thirdparty web page. There usually is a commercial intermediary, called an ad-network, in charge of optimizing the ad selection with the twin goal of increasing revenue (shared between publisher and ad-network) and improving user experience. Here also the main players are the major search engines; however, there are also many smaller players.
- QUOTE:A major part of the advertising on the web falls into the category of textual ads: short textual messages usually marked as “sponsored links” or similar. There are two main types of textual ads on the web today:
2007
- (Broder et al., 2007) ⇒ Andrei Broder, Marcus Fontoura, Vanja Josifovski, and Lance Riedel. (2007). “A Semantic Approach to Contextual Advertising.” In: Proceedings of the 30th annual international ACM SIGIR conference on Research and development in information retrieval. doi:10.1145/1277741.1277837
- QUOTE:Contextual advertising or Context Match (CM) refers to the placement of commercial textual advertisements within the content of a generic web page, while Sponsored Search (SS) advertising consists in placing ads on result pages from a web search engine, with ads driven by the originating query. In CM there is usually an intermediary commercial ad-network entity in charge of optimizing the ad selection with the twin goal of increasing revenue (shared between the publisher and the ad-network) and improving the user experience. With these goals in mind it is preferable to have ads relevant to the page content, rather than generic ads.