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Once an ad is targeted to the interest of the reader,
there is no question that the potential for success is greatly
enhanced. But, targeting can be more than just determining the
subject matter a reader is reading.
For example, one pay per click web search service
recently removed an ad from an Atlanta skydiving operator that said
"Only One Death This Year." No one clicked on it, they reported. No
wonder – that might be the worst possible context.
| » | Some
marketers, therefore, will prefer not to have
their message displayed in context with some news. |
| » |
Add Context offers
publishers an easy way to address this concern. |
This innovative function is called Clear Context. It combines
unique software with a customized database so that articles can be scanned
for negative content or "unclear" purpose.
The result is that marketers have the option of
seeing their ads displayed with the news only in context that is more
likely to be positive or neutral.
For example:
| » | A
pickup truck maker might want their
link to appear on most articles about trucks. |
| » |
With Clear Context, it would be more
unlikely their link would appear if the police were seeking a pickup
in relation to a hit and run. |
Add Context’s exclusive Clear Context Filter
helps prevent ads from appearing in negative articles involving
danger, crime, contentious issues, or controversial topics.
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