Leveraging the Content Network

Lots of folks talk about search and never delve into the content network. In the search network you choose keywords based on which ads will be shown in search results. In contrast with the content network, you choose locations, ie, web-sites and individual pages within those sites, where you would like to see your ad.

The content network is the set of sites, blogs and other web products that networks like Google and Yahoo push to publishers that have agreed to publish ads in exchange for a fee per click through an advertising program.

The owner of the website which publishes the ads chooses one or more locations where they will appear, and receives a commission for each click received. The first thing to understand is that, unlike search engine searches and resulting ads, advertisements in the content network are not geared for keywords, but by the content of websites that they occur.

David Szetela’s new book Customers Now: Profiting From the New Frontier of Content Based Internet Advertising shows exactly how to use the networks, set up ads and optimize the platforms for better ROI. Googles content network and  ContextWeb’s ADSDAQ Exchange is also reviewed but does not have the reach of Yahoo or Googles network.

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