A case for contextual ads

February 13, 2009

Fashion PR Addict is a local blog I subscribe to that’s generally off-topic for this blog, but she posted today on finding information by clicking on a Google ad that I think is good evidence of how these ads can work when display ads won’t. Why? They’re targeted to the content on the page.

Yes, you can target display ads to specific content – Kraft, for instance, probably prefers to advertise on food-related pages and sites – but only with contextual ads can you really home in on specific topics that the reader is looking for. For now, at least. I’m just throwing the idea out there, but could we work harder on targeting display ads to more keyword-focused topics? Linked to tags, perhaps? Get the best of both worlds?

Advertising isn’t my specialty, so please share your thoughts if it’s yours.

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2 Responses to “A case for contextual ads”

  1. JP Says:

    Hey Kat,

    It is currently possible to target ads to metadata. Not many publishers are doing it though. It’s more a symptom of legacy ad trafficking tools and tying them to all pages’ metadata. Implementing this just takes time and the market isn’t there as a whole yet. The tech does exist though.

    JP

  2. Kat Says:

    Very cool! Sounds like an excellent reason to integrate proper tagging into our sites.


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