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Whilst the idea of contextual advertising has always existed, it has really blossomed through Pay Per Click Advertising, especially with Google AdWords. Within the Google AdWords system, advertisers can choose to place their adverts on related websites besides Google's own. The idea is if visitors see an advert on a website which is related, they will be more likely to click on it. Google's clever system can 'read' a page's content in order to choose which advert to display. The benefits run both ways, with website owners standing a fighting chance of obtaining genuine revenue thanks to the adverts' highly targeted nature. A recent blog post from Google suggests that the AdSense system will be even more accurate in it's contextual placements, which will hopefully result in better results for all concerned.
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