Contextual Advertising uses keyword targeting to display your ad when the
consumer is searching or browsing for your product or service. As the name
implies, your ad targets the context of a consumer's keyword search or a
web page that a consumer is looking at.
Say, for example, that you have a travel website and you target the keyword "vacation".A
consumer either searches on the word "vacation" or visits a web
page with the keyword "vacation" in the URL and your ad is displayed.
The type of ad displayed depends on the type of campaign created (Pop-Under,
Text Ad or Search Listing).
Behavioral Marketing displays ads based on a consumer's past browsing and
search behavior. With behavioral targeting, ads are not displayed based on
the context of a consumer's current keyword search or browsing activity.
Rather, ads are displayed based on searching and browsing behavior over a
period of time.
Using the same example we mentioned for Contextual Targeting, you have a
travel website and you target the keyword "vacation". On Monday
a consumer searches on the word "vacation" or visits a web page
with the keyword "vacation" in the URL. Using proprietary tracking
methods, our network is aware that this consumer has an interest in the travel
category. As a result of their browsing behavior, your travel ad will be
displayed to that consumer later that week or month, regardless of what they
are searching for or viewing at that time.
Also see Behavioral Retargeting |
