Beyond the Banner: The Advantages of Content-Based Advertising

Even before the dot com bubble burst in mid-2000, advertising on the web was becoming difficult to sell. The initial excitement and promise of the new medium could not meet expectations as click-thru rates on banners fell and many advertisers lost faith.

A new strategy was needed to secure the internet as a valid marketing platform in the future and many different ideas have since come forth, all with varying levels of promise and success. However, with the domination of search engines as the primary navigational portal to access the online environment, content-based advertising persists as a powerful tool for advertisers and publishers alike.