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For many interactive media buyers, contextual advertising has become an online media gem, delivering relevant content to target markets, providing value to potential customers and increasing brand perception and sales, ClickZ reports.
Several ad networks and search engines offer contextual display advertising that helps ensure banners appear in association with content relevant to the product. However, some ads may end up along side unfavorable news or content. Media buyers and contextual publishers rely on contextual technology to find appropriate articles.
“My suggestion would be to stick with reputable publisher-based contextual networks [rather than those that involve software downloads] and ‘negative-out’ words that might be detrimental to your brand,” said Andrew Lovasz, a former media director and ClickZ associate director of search marketing.
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