Topic Targeting in Google Display Network

Pete Prestipino — Tue, 29 Mar 2011 19:04:00 GMT

Google announced that advertisers engaged in keyword-based contextual targeting on the its Display Network will now also be able to do so in a new way - selecting from over 1,750 topics and sub-topics.

Using keywords for contextual targeting has allowed advertisers to focus on a very specific set of pages including those terms in the display network Using topic-based contextual targeting however will be quite a departure.

Google will analyze all of the terms on a page to determine the topic - a pretty significant shift for those involved with contextual targeting through Adwords and publishers profiting from the ability via Adsense.

As with other targeting options on the Google Display Network, contextual targeting by topic supports all ad formats, such as text, display, video, and rich media, as well as all the available bidding options, such as cost-per-click (CPC), cost-per-thousand-impression (CPM), and cost-per-acquisition (CPA).

All in all, expect more advertisers to start exploring the opportunities in the Google Display network as its has quickly, thanks to topic targeting, become more accessible and “friendly” to those that may shy away from the complexities of keyword-based targeting.

eZanga Contextual Arrives (Too Late?)

Pete Prestipino — Tue, 14 Jul 2009 18:19:00 GMT

Search advertising company Ezanga has added a contextual offering to its suite of services.

The contextual advertising technology enables advertisers to specify a target audiences (geographic and demographic) based on marketing goals and use text, graphics, rich media, pop under or interstitial ads with keywords, locations, time/day targets and channels of interest. Sound familiar? It is - in fact, I could rattle off ten or twenty companies that provide a similar solution. Too little, too late for eZanga?

The difference of this offering is in the details. Ad design and creation services are available to advertisers and most unique is that eZanga offers pay-per-click, pay-per-view and pay-per-visit pricing models for its Contextual customers. That may be enough to convince online advertisers to test the platform.

“Successful marketing campaigns are never isolated,” said Richard K. Kahn, CEO of eZanga. “Instead, they are made up of efforts that work in unison with one another. Through eZanga Contextual, we are allowing our current and future clients to run more integrated online marketing campaigns that will be more impactful for their bottom line. In the future, we look to expand our service offerings further to build on our capabilities.”

'Net Features : contextual advertising

Topic Targeting in Google Display Network

eZanga Contextual Arrives (Too Late?)