Mid-Year Outlook: 3 Tactics to Dominate Search in 2H 2015
Get the report today.
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)