Does Contextual Advertising Make Sense for B2B Marketers?

I recently wrote research about search marketing best practices for business marketers but didn’t cover contextual advertising in it. Having spent over 5 years covering enterprise search or working for companies (Verity, Stratify) offering search-based products, I have to admit I am a bit more than skeptical about claims – like those made by Google Adsense, Kanoodle BrightAds, Quigo AdSonar, and Yahoo’s Publisher Network – that search-based contextual ads accurately match the host content and never appear on unrelated sites. The fact is – and anyone frustrated by the low quality of search results they see on most business-oriented Web sites will agree – getting machines to read, interpret, and characterize written text precisely is difficult and labor-intensive. And for every contextual placement that looks relevant, I can show you more that are way off the mark.


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