Wednesday, April 23, 2003

ClickTracks, a company that uses Google's Content-Targeted Advertising to promote its Web site clickstream analysis tools, has used their own capabilities to analyze how effective the new service is...and the results are not promising, from their perspective. One of the key problems seems to be that many of the sites into which this new Google capability is inserted do not provide content that's contextual enough to their own products to attract people investigating the purchase of their products. Many sites in which the ads are placed are just not the kinds of places that people visit on the Web when they're ready to buy. It's an important lesson to bear in mind about contextual content in general: just because a machine says that something is contextual doesn't mean that a person sees that context in light of their immediate needs. Factoring in and analyzing individual motivations is a key component of making contextual content successful.
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