There  are different faces of Internet Marketing.  dvertisers generally use the most  relevant and beneficial advertising program to get maximum possible revenue or traffic onto their websites. Contextual advertising is a part of affiliate marketing programs, which is very much popular and widely used on websites these days. Advertisers target their customers by providing advertisements matching with the context of current page being viewed by them. Contextual advertising is the term applied to advertisements appearing on websites or other media, such as content displayed in mobile phones, where the advertisements are selected and served by automated systems based on the content displayed by the user.

Contextual Advertising – Inception and Present

Google
AdSense was the first major contextual advertising program. It was one of the
most ambitious Internet Marketing projects of Google. This is an ad serving
program offered by Google. Webmasters can register for Google AdSense program
to enable text, image and, more recently, video advertisements on their sites. All
the ads being displayed are monitored by Google and generate revenue on either
a per-click or per-thousand-impressions basis. It took very less time for
Google AdSense in being popular, it has become one of the most profits
generating source for Google.

Other
popular search engines like Yahoo, and MSN also got inspiration from Google
AdSense program, and started their own Contextual Advertising program to
harvest the endless revenue possibilities. The Yahoo! Publisher Network and Microsoft
AdCenter are example of Contextual Advertising programs started by Yahoo and MSN respectively.  
Contextual
advertising has made a major impact on earnings of many websites. As the ads
are more targeted they are more likely to get clicked, thus generating revenue
for the owner of the website (and the server of the advertisement). A large
part of Google's earnings are from their share of the contextual ads served on  the millions of web pages running the AdSense program.  
Working of Contextual Advertising Programs 
A contextual ad system scans the text of a Web site for keywords and returns ads  to the Web page based on what the user is viewing, either through ads placed on the page or pop-up ads. For example, if the user is viewing a site about movies, and the site uses contextual advertising, the user might see ads for latest movie releases, movie reviews, or current movie ticket sellers. Contextual advertising is also being used by search engines to display ads on their search
results pages based on what keywords/phrases the users has searched for.  
Contextual advertising has gained
its composure. These advertising programs are not only being used by webmasters.
People are using them on their blogs and personal websites to earn revenue and
getting rewarded by this popular Internet Marketing option.

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