Search Beyond Google, Part 1 of 2

Keyword-targeted ads are based on keywords used in sponsored search listings. The ads are provided to third-party distribution sites (partner sites) that have content relevant to the keywords. The whitepaper’s author cites an example of an advertiser using the keyword “interior paint” within its sponsored listings campaign. A search engine may associate that with an interior design article on a partner site. The engine notes a relationship between the behavior of a reader of that article and the relevance of the search term, and displays the ad next to the relevant article.