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((Short description|Role of language in advertising))((redirect|Content recommendation|other content recommendation systems|recommender system))

((copy edit|date=September 2023))

((Internet Marketing))
'''Contextual advertising''' refers to a form of [[targeted advertising]] for [[advertisement]]s appearing on [[websites]] or other digital platforms, such as content displayed in [[mobile browser]]s. Contextual targeting involves the use of linguistic factors to control the placement of advertising material. The advertisements are selected and delivered by automated systems, taking into consideration the context of a user's search or browsing behaviour.<ref>[https://web.archive.org/web/20180911130811/https://digiday.com/media/personalization-diminished-gdpr-era-contextual-targeting-making-comeback/ ‘Personalization diminished’: In the GDPR era, contextual targeting is making a comeback] Published by digiday on June 7, 2018, retrieved on November 13, 2019</ref> As advertisers and marketers increasingly prioritise [[brand safety]] and suitability, contextual advertising has emerged as a crucial aspect in safeguarding the reputation and value of a brand.<ref>((Cite web|title=Why 'brand suitability' is replacing brand safety|url=https://digiday.com/marketing/brand-suitability-replacing-brand-safety/|date=2020-01-24|website=Digiday|language=en-US|access-date=2020-05-14))</ref>

==How it works==
A contextual advertising system scans the content of a website for specific [[Index term|keywords]] and phrases and returns advertisements to the webpage based on those keywords.<ref>((cite news |url=https://www.pcmag.com/encyclopedia_term/0%2C2542%2Ct%3Dcontextual+marketing%26i%3D56351%2C00.asp |title=Contextual Marketing Definition |access-date=2008-07-21 |work=PC Magazine |archive-date=2008-09-20 |archive-url=https://web.archive.org/web/20080920033601/http://www.pcmag.com/encyclopedia_term/0%2C2542%2Ct%3Dcontextual+marketing%26i%3D56351%2C00.asp |url-status=dead ))</ref> The advertisements may be displayed on the webpage as [[pop-up ads]]. For instance, if a user is browsing a sports-related website which uses contextual advertising, the user may see advertisements for companies related to sports, such as sellers of sports memorabilia or tickets. Contextual advertising is also used by [[search engines]] to [[display ad]]vertisements 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. An example of contextual advertising is an ad offering a special price on a flight to Italy appearing on a website concerning traveling in Europe. Contextual advertising is also called "In-Text" advertising or "In-Context" technology.((cn|date=September 2023))

Apart from that, when a visitor does not click on an ad in the go through time (the minimum time a user must click on the ad), the ad is automatically changed to the next relevant ad, with the option below of going back to the previous ad.

Contextual ads are commonly perceived as less irritating than traditional advertising. That is why it influences users more effectively. It shows users’ areas of interest, thus increasing the chance of receiving a response.<ref>((cite news|url=https://applead.net/en/context |title=Advantages of Contextual Advertising for Apps |access-date=2016-10-24))</ref>

==Service providers==
[[AdSense|Google AdSense]] was the first major contextual [[advertising network]].((Citation needed|date=November 2010)) 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 [[Googlebot]] that indexes the content of a webpage. Recent technology/service providers have emerged with more sophisticated systems that use language-independent proximity pattern matching algorithms to increase matching accuracy.<ref>((cite web|url=https://techcrunch.com/2008/01/15/proximic-signs-deals-with-yahoo-and-ebay-to-turn-product-listings-into-contextual-ads-taking-on-adsense/ |title=Proximic Signs Deals With Yahoo and eBay To Turn Product Listings Into Contextual Ads; Taking on AdSense |access-date=2008-01-15))</ref>

[[Media.net]] is the other major contextual ad network competing with Google AdSense.<ref>((Cite web|url=https://thenextweb.com/insider/2012/05/07/media-net-is-building-an-army-to-challenge-googles-contextual-advertising-dominance/#gref|title=Media.net Will Soon Employ 500 People To Challenge Google|last=Wauters|first=Robin|date=2012-05-07|language=en-US|access-date=2016-08-19))</ref><ref>((Cite web|url=https://techcrunch.com/2010/11/01/divyank-turakhia-directi-tctv/|title=From Bootstrapping To $300M In Value: Meet The Founder Of Directi (TCTV)|last=Wauters|first=Robin|website=TechCrunch|access-date=2016-08-19))</ref>

==References==
((reflist))

==Further references==
*((cite web|url=http://www.eweek.com/c/a/Enterprise-Applications/A-Battle-Is-Brewing-Over-Online-Behavioral-Advertising-Market/|title=A Battle Is Brewing Over Online Behavioral Advertising|publisher=www.eweek.com|access-date=2008-10-20|last=Ferguson|first=Renee Boucher))((Dead link|date=December 2023 |bot=InternetArchiveBot |fix-attempted=yes ))
*((cite web|url=http://mashable.com/2008/06/19/contextual-advertising/|title=When Contextual Advertising Goes Horribly Wrong - Mashable|publisher=mashable.com|access-date=2008-10-20|last=Ostrow|first=Adam |date=19 June 2008))
*((cite web|url=http://www.ftc.gov/opa/2007/12/principles.shtm|title=FTC Staff Proposes Online Behavioral Advertising Privacy Principles|date=20 December 2007|publisher=www.ftc.gov|access-date=2008-10-20))
* ((cite journal|author1=Kenny, D. |author2=Marshall, J. |date=November–December 2000 |title=Contextual Marketing: The Real Business of the Internet |journal=Harvard Business Review |volume=78 |issue=6 |pages=119–125 |pmid=11184966 |url=http://hbswk.hbs.edu/archive/2124.html |access-date=2008-07-22 |url-status=dead |archive-url=https://web.archive.org/web/20141013200540/http://hbswk.hbs.edu/archive/2124.html |archive-date=2014-10-13 ))
*((cite news|url=http://www.huffingtonpost.com/jonha-revesencio/crm-retargeting-how-it-wo_b_7034194.html|title=CRM Retargeting: How It Works and Everything You Need to Know Before Using It - Huffington Post|publisher=huffingtonpost.com|access-date=2015-04-09|last=Revesencio|first=Jonha|date=2015-04-09))

[[Category:Contextual advertising| ]]
[[Category:Advertising]]
[[Category:Online advertising methods]]

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