Glossary
Keyword-based Targeting
Technique used by publishers and advertisers to increase the effectiveness and relevancy of ad placement. A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on ad messages that match with the sentiment of those keywords. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be interested. On the theory that properly targeted ads will fetch more consumer interest, the seller may ask for a premium for these over random advertising.