The Truth About Pay-Per-Click Search Advertising

Truth 9. The rise of content and context

Normal online contextual advertising targeting matches the ad being shown to the editorial content on the page or site in which it appears. The better the ad is targeted to this content, the happier are both the marketer and surfer.

Both marketers and surfers prefer a well-targeted ad, as do the publishers. The publisher knows that generally, the better targeted the advertisement is, the more he can charge for it (directly or through an ad network). Although the extremely high level of targeting generated by a well-tuned contextual network is highly desirable, the results still might not measure up to pure search targeting for some marketers or campaign segments. Targeting alone does not always ...