Glossary - Understanding Sponsored Search - page 240

Close : indicates that the user clicks or otherwise activates a close control that fully
dispatches the ad from the player environment. May not apply to nonoverlay ads
(Source: IAB) (see Chapter 7 analytics).
Competitive : to have good enough value to compete against commercial rivals
(Source: Quirk) (see Chapter 6 BAM!).
Competitive analysis : as used in SEO, CA is the assessment and analysis of strengths
and weaknesses of competing Web sites, including identifying traffic patterns, major
traffic sources, and keyword selection (Source: SEMPO) (see Chapter 6 BAM!).
Concept search : a search for documents related conceptually to a search term,
rather than for documents that actually contain the search term itself (Source:
SearchEngineDictionary.com) (see Chapter 3 keywords).
Consumer : is a broad label for any individuals or households that use goods and
services generated within the economy (see Chapter 5 customers).
Consumer packaged goods (CPG ): typically consumable goods, including food and
beverages, footwear and apparel, tobacco, and cleaning (see Chapter BAM!).
Content integration : advertising woven into editorial content or placed in a contextual
envelope. Also known as “Web advertorial” (Source: IAB) (see Chapter 6 BAM!).
Content network : networks that serve paid search ads triggered by keywords related
to the page content a user is viewing, in exchange for a share of the revenue gener-
ated by those ads. For example: Google AdSense or the Yahoo Publisher Network
(Source: modified from Search Engine Watch and SEMPO) (see Chapter 2 model).
Content targeting : an ad-serving process in Google and Yahoo! that displays key-
word triggered ads related to the content or subject (context) of the Web site a user
is viewing. Contrast to search network servers, in which an ad is displayed when a
user types a keyword into the search box of a search engine or one of its partner sites
(Source: SEMPO) (see Chapter 2 model).
Contextual ads : existing contextual ad engines deliver text and image ads to
nonsearch content pages. Ads are matched to keywords extracted from content.
Advertisers can leverage existing keyboard-based paid search campaigns and gain
access to a larger audience (Source: IAB) (see Chapter 4 ads).
Contextual advertising : advertising that is automatically served or placed on a Web
page based on the page's content, keywords, and phrases rather than on based on a
query (Source: modified from SEMPO and Quirk) (see Chapter 4 ads).
Contextual distribution : the marketing decision to display search ads on certain
publisher sites across the Web instead of, or in addition to, placing PPC ads on search
networks (Source: SEMPO) (see Chapter 2 model).
Contextual link ads/inventory : to supplement their business models, certain text-
link advertising networks (like Google) have expanded their network distribution
to include “contextual inventory.” Most vendors of “search engine traffic” have
expanded the definition of Search Engine Marketing to include this contextual inven-
tory. Contextual or content inventory is generated when listings are displayed on
pages of Web sites (usually not search engines) where the written content on the