(Length: 3 pages)
February 9, 2004
Contextual Ads Make Intent Marketing A Reality
by Charlene Li
with Jim Nail
Executive Summary (This is a document excerpt)
Marketers should use contextual ads and pay-per-click models to target online user intent on media sites. These ads will attract more brand marketing dollars, with media companies benefitting the most -- not providers like Google or Overture.
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