Kontera launches in-text ad targeting solution

Can you contextually target ads according to site content, video and images? You can now with a new advertising offering from in-text ad provider Kontera. The new offering is said to increase ad engagement by 20%.

by Kristina Knight

Contextually targeted advertising has been shown to improve ROI.

"With stagnant click-through rates for display advertising as a whole, our publishers and advertisers have asked us to provide solutions which more effectively engage users to help improve click-through rates and user value," said Bryan Everett, SVP Sales and Business Development, Kontera. "With Kontera Hybrid, we have delivered an improved user experience, and this provides publishers and advertisers with type of results they are looking for and need in order to stay competitive for user mindshare."

Here is how it works: on a magazine or other content website relevant keywords in articles would be hyperlinked to ads. When a consumer hovers over the keywords, the platform opens other related articles, information and ads from within that website.
By serving ads relevant to the content on a website, publishers can better engage consumers. Not only can content be hyperlinked but video and pictures can, too. Ads can be served from the website's own advertisers, from Kontera's ad network or both options can be used.