Forum Moderators: martinibuster
[webmasterworld.com...]
As a publisher, I'd like the concept a lot better if it were about site-targeted contextual (as opposed to just plain site-targeted) ads. I don't really see what's in it for publishers, unless it's supposed to attract more advertisers to site targeting. Am I missing something?
I don't really see what's in it for publishers, unless it's supposed to attract more advertisers to site targeting. Am I missing something?
Then we're both missing something :-)
If it were the real world a publisher or broadcaster would charge a premium for more targeted ad space or time. In this wacky AdSense model I'm just not sure what to expect with this new product.
Guess I'll just have to reserve judgment for now.
Advertisers can choose the sites, but Google should be the one to chose contextual matching.
I tried site targeting and disabled it later. They were site targeted, but not contextual. It needs to be contextual so it can work.
Site-targeted ads don't have to be contextual to work. For example, an airline selling flights to Florida might want to buy site-targeted CPM ads on a site about Disney World, because people who visit Disney world are potential buyers of airline tickets to Florida. And since the advertiser is paying by the impression (not by the click), the publisher earns money whether or not the audience responds to the ad.
Site-targeted cost-per-click ads (the topic of Google's new beta, and of this thread) are a different matter altogether, because publishers don't get paid unless users click on the ads. If Google can tie ad placement to ad performance and charge a high enough price per click to offset the greater risk to the publisher and to Google, then such ads could improve earnings for publishers--or at least for some publishers--by enlarging the advertiser pool and attracting more site-targeted ads.
This is one of the reason google pushes custom channel targeting, so the advertiser CAN be more contextual.
For instance, a travel site uses a custom channel for ALL its destinations. You would target Disney World for the FLORDIA section, and maybe Mardi Gras for the LOUISIANNA section.
This way you are in a way being contextual with non-contextual ads.
As the above poster said, if you are targeting a site properly, in a way, it IS contextual.
Contextual "in a way" isn't the same as contextual, and it also depends on two things:
1) The availability of a channel placement that fits the advertiser's criteria;
2) Faith that what's being offered as a Custom Channel Ad Placement meets the advertiser's criteria.
