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Search engine marketing, or SEM, is a form of Internet marketing that seeks
to promote websites by increasing their visibility in search engine result
pages (SERPs) through the use of paid placement, contextual advertising,
and paid inclusion. The industry peak body Search Engine Marketing Professional
Organization (SEMPO) founded by Barbara Coll in 2003, includes search engine
optimization (SEO) within its reporting, and SEO is also included in the
industry definitions of SEM by Forrester Research, eMarketer, Search Engine
Watch, and industry expert Danny Sullivan. The New York Times defines SEM
as 'the practice of buying paid search listings'. Contextual advertising
is a form of targeted advertising for advertisements appearing on websites
or other media, such as content displayed in mobile browsers. The advertisements
themselves are selected and served by automated systems based on the content
displayed to the user. Google AdSense was the first major contextual advertising
program. It works by providing webmasters with JavaScript code that, when
inserted into webpages, displays relevant advertisements from the Google
inventory of advertisers. The relevance is calculated by a separate Google
bot, Mediabot, that indexes the content of a webpage. Recent technology/service
providers have emerged with more sophisticated systems that use language-independent
proximity pattern matching algorithm to increase matching accuracy.[2]
Since the advent of AdSense, Yahoo! Publisher Network, Microsoft adCenter,
Ad-in-Motion and others have been gearing up to make similar offerings.
Targeted advertising is a type of advertising whereby advertisements are
placed so as to reach consumers based on various traits such as demographics,
purchase history, or observed behavior. Two principal forms of targeted
interactive advertising are behavioral targeting and contextual advertising.
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