Are the highlighted words that you are referring to like the example provided by the OP in this topic (Post #1)
If so, this is called in-text advertising
and it is very common. An example from Vibrant is shown here
. The blue double-underlined word is actually a keyword
within a paragraph on a web page. The keyword is intended to provide consumers with information that is related to what they are reading. When hovering your mouse over this keyword, a pop up ad is displayed. Keep in mind that sometimes the words may appear in various colors with only a single underline.
In-text advertising is a form of contextual advertising
commonly used to promote business and generate revenue to offset the cost of maintaining a web site each time a website visitor clicks on an in-text ad. Advertisements from in-text ads also help to generate targeted traffic to a website and improve their natural search engine ranking.
Definition of: contextual marketing
Delivering ads to users based on their preferences. Adware programs analyze a user's Web surfing habits to determine the type of merchandise they are likely to purchase. As a result of the analysis, "contextual ads" are made to pop up periodically. Contextual marketing is widely implemented by search engines. They display ads on the results pages based on the key words users enter for a search. In addition, contextual marketing is available for Web sites in general. The service offers to place ads on pages that are geared to the audience likely to visit the site.
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