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Contextual Link Inventory
Advertising networks have expanded their network distribution to include "contextual
inventory". Contextual or content inventory is generated when listings
are displayed on pages of websites (usually not search engines), where the written
content on the page indicates to the ad-server that the page is a good match to
specific keywords and phrases, usually in the right column. When a visitor clicks
on the contextual links, the site operator is compensated. Often this matching method
is validated by measuring the number of times a viewer clicks on the displayed ad.
Most vendors of "search engine traffic" have expanded the definition of Search Engine
Marketing to include this contextual inventory.
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