The online advertising sector is presently at a crossroads of sorts, with ‘privacy or profit?’ as the biggest question on the industry’s radar. Of course, the two do not have to be mutually exclusive. Contextual advertising, once a staple, is making a comeback with a vengeance. And here’s why dedicating slots for contextual ad providers, like Media.net, in your inventory can mean a generous upsurge in revenue.
Right off the bat, contextual trounces traditional online advertising when it comes to privacy concerns. The recent chaos caused due to GDPR has made it very clear that online privacy is of prime concern to people and governments, not just in Europe but around the world. Traditional targeted ads rely greatly on collecting user information in order to display ‘relevant’ ads. This is problematic for many reasons, all of which were exposed when websites and bloggers tried to get GDPR-compliant. Contextual ads are relevant to the content of the website/page being displayed and therefore have no need to track or collect intrusive levels of user data. For example, websites and blogs that displayed ads from Media.net didn’t have to make any changes to their contextual inventory in order to become GDPR-compliant.
User Experience and Engagement
Ad blockers have continued to grow in popularity over the years, and this is hardly surprising news—internet users have complained for decades about how intrusive and distracting online ads can be. Even if they do not employ ad blockers, most internet users have become so desensitized that they simply tune out any and all online advertising, especially any ads that target them based on behavior. Since contextual ads are relevant to the website content, they do not interfere with the user experience. This also directly translates to greater user engagement since users do not feel pestered in the same way they would if seeing a targeted ad. Contextual ad networks like Media.nettake this a step further by designing ad units that are native to the publisher’s website. With ads that are contextually relevant and look part of the website, higher user engagement levels are as good as assured.
The best content on the internet is no longer generic; the more niche a website becomes, the higher its chances of pulling in high-quality traffic consistently. This is why content localization has become key for most publishers. However, translating that high-quality traffic into revenue has been an issue for the online advertising industry. Once again, contextual advertising has proven to be an outlier, with Media.net in particular having a demonstrable track record of performing well in niche segments. User engagement levels are significantly higher for niche websites when displaying contextual ads, especially when native ad units are deployed.
Perhaps the best thing about contextual ads is that it does not have to be your primary source of monetizing content. Contextual ad networks like Media.net work just as well when working in tandem with traditional ads, which is good news because after all who wants to put all their eggs in the same basket? Contextual advertising should be considered a must if you want to make the most of your ad slot inventory.