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How contextual ads work?

Contextual targeting is an important feature that advertisers need to factor into their media planning. Search engines can read file names, look at linkage data, page titles, and page content to understand the meaning of a page. If the page content is not yet read generic sitewide ads or alternative ads may be displayed. Contextual advertising usually falls into the category of direct marketing (as opposed to brand advertising), that is advertising whose aim is a "direct response" where the effect of a campaign is measured by the user reaction.

One of the advantages of online advertising in general and contextual advertising in particular is that, compared to the traditional media, it is relatively easy to measure the user response. How contextual ads work? Usually the desired immediate reaction is for the user to follow the link in the ad and visit the advertiser's web site and, as noted, the prevalent financial model is that the advertiser pays a certain amount for every click on the advertisement (PPC). The revenue is shared between the publisher and the network.

Context match advertising has grown from Sponsored Search advertising, which consists in placing ads on the result pages from a web search engine, with ads driven by the originating query. In most networks, the amount paid by the advertiser for each SS click is determined by an auction process where the advertisers place bids on a search phrase, and their position in the tower of ads displayed in conjunction with the result is determined by their bid. Thus each ad is annotated with one or more bid phrases.



The bid phrase has no direct bearing on the ad placement in CM. However, it is a concise description of target ad audience as determined by the advertiser and it has been shown to be an important feature for successful CM ad placement. In addition to the bid phrase, an ad is also characterized by a title usually displayed in a bold font, and an abstract or creative, which is the few lines of text, usually less than 120 characters, displayed on the page.

Web taxonomy

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The semantic match of the pages and the ads is performed by classifying both into a common web taxonomy. The matching process requires that the taxonomy provides sufficient differentiation between the common commercial topics. For example, classifying all medical related pages into one node will not result into a good classification since both "sore foot" and "flu" pages will end up in the same node. The ads suitable for these two concepts are, however, very different. To obtain sufficient resolution, we used a web taxonomy of around 6000 nodes primarily built for classifying commercial interest queries, rather than pages or ads. This taxonomy has been commercially built by Yahoo! US. We will explain below how we can use the same taxonomy to classify pages and ads as well.

Each node in our source web taxonomy is represented as a collection of exemplary bid phrases or queries that correspond to that node concept. Each node has on average around 100 queries. The queries placed in the web taxonomy are high volume queries and queries of high interest to advertisers, as indicated by an unusually high cost-per-click (CPC) price.

How contextual ads work? How contextual ads work? How contextual ads work?
Figure 1: Web taxonomy statistics: categories per level; fanout for non-leaf nodes; and queries per node

The taxonomy has been populated by human editors using keyword suggestions tools similar to the ones used by ad networks to suggest keywords to advertisers. After initial seeding with a few queries, using the provided tools a human editor can add several hundreds queries to a given node. Nevertheless, it has been a significant effort to develop this 6000-nodes taxonomy and it has required several person-years of work. A similar-in-spirit process for building enterprise web taxonomies via queries has been presented in. However, the details and tools are completely different. Figure 1 provides some statistics about the taxonomy used in this work.

The ad-network model aligns the interests of the publishers, advertisers and the network. In general, clicks bring benefits to both the publisher and the ad network by providing revenue, and to the advertiser by bringing traffic to the target web site. The price in this model depends on the set of ads presented on the page. Several models have been proposed to determine the price, most of them based on generalizations of second price auctions. However, for simplicity we ignore the pricing model and concentrate on finding ads that will maximize the first term of the product.

Furthermore we assume that the probability of click for a given ad and page is determined by its relevance score with respect to the page, thus ignoring the positional effect of the ad placement on the page. We assume that this is an orthogonal factor to the relevance component and could be easily incorporated in the model.


What is contextual advertising?

Marketing Techniques

  1. What is contextual advertising?
  2. How contextual ads work?
    1. Ad classification
    2. Pay Per Click content
    3. Keyword discovery
    4. Relevance in advertising
  3. Highest Pay Per Click keywords
  4. Facts about industry
    You need to know these, before you decide to choose from image and text ads.
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  10. Contextual ad for publishers
  1. Things you should always take into consideration when trying to market your site are: people that you are trying to reach. Also the methods that you will use in your plan to be successful.

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    8. Pay Per Click internet marketing
    9. Social Media
    10. Online video marketing


How to get your music heard?

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The physical technology and the conceptual structure of the Internet have given music followers the ability to craft their own online experiences. If one artist is not providing the type of fan engagement a consumer seeks, the odds are very high that some other comparable artist is. This puts the fan in a position of greater power and influence than ever seen before in the music industry.

But this isn't necessarily bad news for musicians, labels, mangers, or anyone else in the chain that profits from controlling how people experience their content, and eventually - how to get your music heard. Savvy bands that tap into existing and developing technologies can deliver something to their music followers that satiates their demand for an insider glimpse - while also keeping control over the band's image.

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  2. How to get Reverbnation Fans?
    Reverbnation is the hub for online music presence. Reverbnation is Myspace's rightful heir in the music realm. Not only does it offer you a whole plethora of possibilities to set up your music profile and market it, but it also links to both Facebook and Twitter. This makes Reverbnation a really streamlined hub for all your social media activities.

    Use the Get Free Followers tool to get the most out of Reverbnation.
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    What once hatched as music sharing tool among artists, Soundcloud is now full publishing platform to upload all kind of audio media and share to the world. Soundcloud has a huge platform to hear your tracks, so utilize Get Free Followers and reach your targeted people without any hesitancy.

Social Media is revolutionising the Music industry. There was a time when celebrity musicians were positioned as unreachable idols. Those days are long gone; in today's wired marketplace, musicians have to forge a personal relationship with their audience to keep their music followers' interest. And for many, that means creating opportunities for fans to have an inside look into all aspects of an artist's life.

The digital music space of 2009 looks very similar to the Internet application space in 1999 - a sea of new technologies, venture-funded start-ups all hoping that their product will be the killer app to revolutionize the business. Many of these will fail, but a handful (e.g. Get Free Followers and the ones mentioned above) will survive and change the way the industry operates. Assembling a core toolbox of these digital fan engagement assets is a critical step in marketing an artist moving forward. For musicians (or the team managing their online presence), it is essential to pay attention to available technologies and constantly evaluate what will enhance their fans' interactions with the band.

Music advertising

 

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    MySpace has a high value because of it's massive userbase, which in turn provides a potentially rich source of advertising income. Given the audience is a young demographic it's a very lucrative market for advertisers.
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