Getting Traffic from Contextual Networks  Dec 5, 2006 • 3:19 pm
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2006 Chicago  Getting Traffic from Contextual Networks
Moderated by Detlev Johnson from Position Technologies.
Unfortunately there are only about 30 people in the room…must be
another session that is drawing lots of folks. Detlev introduces
the concept of contextual advertising, and advises that we may
be missing some good traffic without using it.  Chris Bowler
from speaks first. He welcomes us to his city, Chicago. Starts
with an introduction to contextual targeting, which is outside
of search and based on relevancy between the content of the page
and a set of advertisements. Shows an examples of dog-related
ads served at Whether your ad appears will be determined by
relevancy, bid, and with Google, the quality score (that
marketers have grown to know and love). Yahoo’s Publisher
Network, known as Content Match, also works in a similar manner,
with less relevancy score and more k