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contextual ‘dis‑

play network’

 such as Google Adsense (http://adsense.google.com) or Content Match on 

Yahoo! Search where ‘contextual ads’ are displayed automatically according to the type of 

content. These are typically paid for on a  cost-  per-  click (CPC) basis but ads can also be 

paid for on a 

CPM

 basis. The search networks and publishers share the fees. They account 

for around 30% of Google’s revenue. They enable marketers to reach a wider audience on 

Contextual display 

network

Contextual ads are 

automatically displayed 

according to the type 

of content on partner 

publisher sites by the 

search engine.

Quality score

An assessment in paid 

search by Google 

AdWords (and now other 

search engines) of an 

individual ad triggered 

by a keyword which, in 

combination with the bid 

amount, determines the 

ranking of the ad relative 

to competitors.