What is contextual advertising?

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Contextual advertising is advertising of goods or services based on a query fragment. It is aimed at satisfying the demand of a specific target audience. The system searches for the phrase that a person has entered in the search bar and gives them exactly those goods and services that have these words in their advertising settings.

Thus, the consumer receives information optometrist accurate email list about what he is currently looking for and is ready to buy. Contextual advertising is divided into search and thematic.

Search contextual advertising

Search contextual advertising can be seen on the search results page, which are issued by such well-known search engines as Yandex, Google, Rambler, [email protected] and others. It also searches for a match of words from the user's query with words from the contextual ad on the site - this is also called vertical search.

Thematic contextual advertising

The consumer sees thematic contextual advertising as an unobtrusive reminder located on the sites that he visits most often - in mailboxes, on social network pages, etc. Thematic advertising reflects the interests of the consumer, despite the fact that at the moment he has not entered any queries.

There are different methods of showing thematic advertising to users:

Contextual targeting - the contextual system automatically analyzes the user's interests by viewing their social media pages, the posts they comment on and like, the publics they subscribe to - and based on this analysis, displays advertising banners on their pages that match their interests.

Behavioral technology shows the user advertising based on an analysis of his latest search queries on all Internet resources.

Remarketing is showing the user advertisements for products and services that he/she was interested in in online stores in the recent past, and perhaps even purchased

The affiliate network of contextual advertising was created to unite advertising Internet resources. Not everyone can join the network - to do this, you need to submit an application, and also meet the quality and reliability criteria set by the affiliate network. If the site is created specifically only for advertising, then its application will be rejected by the Advertising System.

The most common contextual systems have a wide partner network:

for the Yandex.Direct system, it is the Yandex Advertising Network (YAN);

For the Google AdWords system, this is the Google Display Network (GDN).