Editorial Related Advertising
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Editorial Related Advertising is associated with the concept of Contextual Advertising but differs in its ability to match advertising to content in a much more specific manner. Where Contextual Advertising is keyword based, Editorial Related Advertising is able to also take in the content of the whole article and match on a conceptual level, rather than simply looking for the existence of pre-selected words. For example, there is no chance that an Auto Mechanic could advertise next to an article about the Detroit Pistons.
This specificity also ensures that:
- Advertisers do not advertise next to defamatory articles (or they can create content that will offer a right of reply)
- Advertisers do not advertise next to inappropriate content such as obituaries or negative news articles
- Advertisers can appear next to articles in the general subject area of interest, for example for keywords that are not actually included in the on page text.
Advertisers can supply a number of specifically targeted pages, each with their own message to attract users to their 'microsite'. This 'microsite' is housed within a publication on a searchable vertical directory. Advertisers who are not completely related to the publication will not be considered for the program. This creates a directory resource of related suppliers within the publication's website that is also optimized for search engine traffic.
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