In Text Ads Are Legit

Web users are becoming more and more adjusted to the fact that free content is going to come with advertising. But I don't think this is something that should hinder users from searching the web or reading their favorite blogs (like this one), and it should be looked at as something that heightens the user experience.

As AdTech approaches this week in San Francisco, it's about time to bring up some amazing new technologies making the web an even more personalized place to be.

In text advertising has become a hot topic in recent months as several companies have come out with interesting ways to build new inventory into blogs and articles across the web.

Kontera, a Sequoia backed Israeli company is providing some really creative solutions for both publishers and advertisers. From a user stand point it's simple; as you read an article, certain keyword have been undelined. When you scroll over these keywords with your mouse, a window pops up with contextually relevant ads and article links in a clean, clear environment.

Many groups like Snap, and Vibrant Media are offering similar technologies but I think they fall shot when it comes to the depth of their contextual matching.

Kontera seperates themselves by offering contextual matching on a "subtopic" level. Meaning they don't waste time offering "Lower My Bills" ads on any finance page. Rather they will show an ad offering car insurance quotes for an article regarding the insurance industry,

As advertising penetrates more and more of our free content channels, it only seems logical that the depth of targeting will continue. I think this offers a much fuller experience that will only benefit the user.

See you at AdTech!