Contextual Marketing is an online marketing method designed to extend
relevance to the end user. As the name implies, this direct advertising
vehicle enables marketers to present potential clients with advertisements
that are relevant to the “context” of the page being presented to the
user. Depending on the technology and provider used, advertisements can be
targeted to specific URLs and/or search results pages.
Contextual Marketing Networks:
how does one acquire this technology? The primary vehicle for the
distribution of contextual advertising technologies is software bundling.
Many of the industry’s participants have partnerships in place with
peer-to-peer and other file sharing software application providers. Some
of the major providers are Kazaa, iMesh, Morpheus, Grokster, Limewire, and
Peer-to-peer technologies enable users to share music files, pictures,
etc. with other individuals participating within the network. These
applications are amongst the most frequently downloaded applications on
the Internet and are readily available to end users for download at
Websites such as www.download.com.
Although Peer-to-Peer file sharing applications are the most common form
of delivery for contextual marketing applications, it is not the only
form. Peer-to-Peer application makes up about 70% of the network users.
The remaining 30% come from other applications such as desktop
modifications like Web Shots, and statistical reporting software such as
Typically, users have a choice to download a free version of the
application or a fee-based version. In most cases, the free version
contains additional applications that are bundled within the software's
installer file, some of which may be provided by parties other than the
developer of the download. During the installation process users are
presented with options regarding optional third-party applications. The
application resides on the user's browser and has the ability to "read"
every Website a user is visiting during a browsing session. In turn, this
enables advertisers to instantaneously send targeted offers and/or content
to an exclusive base of users while they are online.