Contextual Advertising

What is AdWare?

What Is AdWare?

As with most things in life, there are two sides to every story and these adware packages have brewed up quite a bit of controversy. Ask a web publisher and, if they can say it in a nice way without cursing while they do, they’ll tell you that scumware are browser-embedded applications which serves *unwanted* advertising overlaid on their site, thereby defacing the site while worse yet, possibly diverting the user away.

Now, ask an advertiser employing these contextual targeting tools and you’ll get a very different answer. By using contextual targeting tools, an advertiser can run a campaign which places advertisements on, over, or *IN* a relevant or competitor’s site. The ad is served by the browser-based application with offerings ranging from simple pop-ups to in-browser ads to the highlighting of site content indicating links to advertisers with related content. By their very nature, these tools have been successful at driving highly targeted users to a site, in many cases yielding a profitable return on investment for the ad dollars spent.

These ads are also distributed when the user searches on a search engine or enters a search term into their IE Browser Navigational Window (where you type in URLs)

Screen Shot 2014 04 15 at 7.21.12 AM What is AdWare?
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing strategy & development agency.
Screen Shot 2014 04 15 at 7.21.12 AM What is AdWare?

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3 thoughts on “What is AdWare?

  1. Using AdWare and adverts they “pop” etc. might not be very wise choise always. More and more of people are getting fed up for most annoying AdWares that keep hijacking homepage or being pest with lots of popups etc.

    It might give bad reputation for company in the eyes of the people when they see those popup pests polluting screen, and word to mouth can go quite far if people are displeased…