Content-Driven Advertising is a change of mindset. Publishers need to decide if they want to display ads relevant to their content while advertisers need to decide if they want to target ads to specific content categories or/and keywords.
The FAQ helps you decide if the Content-Driven Advertising is for you. We would like to hear from you about your decision. You can reach us at info@adrelevantis.com.
Attention metrics calculate the likelihood of attention paid to any given ad placement. The underlying intention is to allow advertisers an apples-to-apples comparison of how their media is performing across different channels in a fragmented digital ecosystem.
According to Sandee LaMotte, the average attention on screen has decreased by 69% since 2004. Content and ads compete for our focus, making attention a main currency of the digital age. There is an issue among publishers, advertisers and audiences. Audiences are interested in and focus on the content; advertisers try to pull their attention to the ads.
How to address this dilemma, then? The answer is content-relevant ads. While audiences consume the content, ads that are relevant to the content are displayed.
Content-Driven Advertising is a technology developed by AdRelevantis that displays content-relevant ads. By providing page content (IAB Categories and ranked keywords) as First Party Data (FPD), advertisers can target ads to the IAB Categories and the keywords. The matched ads are sent for bid with a higher bid price.
Content-Driven Advertising is also a change of mindset on both publishers and advertisers. Publishers can choose to send content’s IAB Categories and ranked keywords as FPD to ad exchanges if they want to display ads relevant to the content. On the other side, advertisers can choose what IAB Categories or keywords their ads are targeted to.
Content-Driven Advertising has been integrated with Prebid and Google Ad Manager. To see how the Content-Driven Advertising solution works with a publisher page, please go to Content-Driven Native Ads with Google Ad Manager – Part 2.
Any questions? Drop us a line at info@adrelevantis.com.
Addressability is a hot topic in the advertising industry due to signal loss resulting from phaseout of third-party cookies. In Feb 2022, IAB Tech Lab releases “Seller Defined Audiences (SDA)“, aims to democratize cohort development for the open ecosystem. This is the first addressability specification from IAB Tech Lab.
In his blog, Ben Dick, Senior Director of Product – Consumer Privacy, identity and Data of IAB Tech Lab, states:
While much of the attention of the spec is focused on privacy-centric audience signaling, SDA also supports contextual signaling (by simply conveying Content taxonomy IDs instead of Audience Taxonomy IDs), and/or content signaling (should publishers work with a proprietary content labeling service vs a standardized taxonomy). The key difference is that context and content labels have yet to be standardized for the industry – as we have with audience metadata via the Data Transparency Standard – but that’s something Tech Lab is exploring.”
Though contextual signaling and/or content signaling are yet to be standardized, it doesn’t stop innovative souls from using context and content creatively. Actually, long before the signal loss became a concern, AdRelevantis, the pioneer in content driven ad delivery, developed their Content-Driven Advertising technology platform. The platform takes content as first party data and has been integrated with Prebid.js and Google Ad Manager. It is ready for publishers who want to display content-relevant native product ads. Drop us a line at info@adrelevantis.com if interested.
Would like to see how Content-Driven Advertising solution works ? Please go to Content-Driven Native Ads with Google Ad Manager – Part 2.
Contextual advertising is coming back due to the end of third-party cookies. However, it may not go far if its inherent issues are not identified and solved.
In today’s contextual advertising, as a publisher, you do not have much to do since most of work is done by an ad network. The ad network targets ads to keywords and topics; the ad network analyzes your pages; the ad network places the ads in your pages, and you hope they have made a good match for you!
What if you want more control of advertising process for your pages? What if page content becomes the driving force, just like demographic and geolocation? That is what Content-Driven Advertising does. It puts content at forefront.
With AdRelevantis’ Content-Driven advertising solution, when a page starts loading, our AI tool extracts page content and returns ranked keywords and IAB Categories. The ranked keywords and IAB Categories are sent to match ads. The matched ads are returned and displayed. The entire process is automatic, and delivers better matches, all in real time when the page is viewed.
A few important points to be noted:
To see how the AdRelevantis Content-Driven Advertising solution works, please go to Content-Driven Native Ads with Google Ad Manager – Part 2.
Any questions? Drop us a line at info@adrelevantis.com.
Contextual advertising sounds great. However, its use is far from prolific. The reason is that in the current practice, the contextual advertising is confined in a specific ad network. For example, to do contextual advertising in Google Display Network, you define ads with targeted keywords or topics in the network, webpages need to be analyzed by the network prior to participating in contextual advertising and the network takes control of ad display.
Content-Driven Advertising, a new form of contextual advertising, doesn’t have the above limitations.
First, in Content-Driven Advertising, ads with targeted keywords or IAB Categories can be from any ad networks. Actually, any searchable sources like product offering repositories can be used to create ads.
Second, webpages don’t need to be analyzed by an ad network prior to participating in contextual advertising. Actually, a page participates in contextual advertising in the first view request. With viewership decays exponentially over days, you don’t want to wait to participate in contextual advertising until your pages are analyzed by an ad network. You want to display contextual relevant ads in the first view request and from day one.
Third, you as a publisher take control of the advertising process by providing keywords or IAB Categories of your page content. The ads are matched by the keywords or IAB Categories. The matched ads are displayed.
With inception of content-relevant native ads, Content-Driven Advertising is no longer a theory, it is a reality. With millions product offerings from affiliate marketplaces, it can display product ads that are relevant to almost any type of content. So, give a try now.
Any questions? Contact us at info@adrelevantis.com.
To understand what the Content-Driven Advertising is and how it works, please read the following posts:
Contextual advertising refers to the practice of placing ads on web pages based on the content of those pages.
This is how it works on Google Display Network.
Content-Driven Advertising displays ads relevant to page content when the page is viewed. By definition, it is contextual advertising.
However, the way how it works is different from Google Display Network.
For advertisers, an ad can be targeted to keywords or IAB Categories (industry standard). Ads can be from any ad networks, ad servers or repositories of product offerings, etc.
For publishers, webpages don’t have to be in an ad network. A new page is not in any ad network yet, but you still want to display relevant ads, correct? Actually, you want to see relevant ads in your new page in the first view request, and in the first day. Basically, you don’t want to wait to display relevant ads until the page is analyzed by the ad network.
In Content-Driven Advertising, content is the driving force. At the first view request, its keywords and IAB Categories are identified and sent to match ads.
Content-Driven advertising is contextual advertising.
It is open and doesn’t depend on any ad networks. It can work with any ad networks, ad servers or searchable repositories.
It uses industry standard IAB Categories for both ads and content.
Content is the driving force. It displays content-relevant ads in the first view request.
To understand what the Content-Driven Advertising is and how it works, please read the following posts:
Set up standard banners and native ads in Google Ad Manager can be challenging and error prone. Here, I separate these steps into several videos so that you can follow more easily.
2. Create a native style for native ads.
Here is the complete HTML code.
<a href="%%CLICK_URL_UNESC%%##hb_native_linkurl##" target="_blank" class="pb-click">
<div class="card">
<div class="title">
<h1>##hb_native_title##</h1>
</div>
<div class="attribution">
<h1>##hb_native_brand##</h1>
</div>
</div>
</a>
<script src="https://cdn.jsdelivr.net/npm/prebid-universal-creative@latest/dist/native-render.js"></script>
<script>
var pbNativeTagData = {};
pbNativeTagData.pubUrl = "%%PATTERN:url%%";
pbNativeTagData.adId = "%%PATTERN:hb_adid%%";
// if you're using 'Send All Bids' mode, you should use %%PATTERN:hb_adid_BIDDER%%
pbNativeTagData.requestAllAssets = true;
window.pbNativeTag.renderNativeAd(pbNativeTagData);
</script>Here is the complete CSS code.
.card {
width: 100vw;
height: 100vw;
background: url(##hb_native_image##) no-repeat;
background-size: cover;
background-position: center;
}
.title {
color: rgba(0, 0, 0, 0.7);
padding: 4px;
}
.title h1 {
background-color: #F8F8FF;
display: -webkit-box; -webkit-line-clamp: 3; -webkit-box-orient: vertical; overflow: hidden;
font-size: 5vw;
}
a {
text-decoration: none;
}
.attribution {
color: rgba(0, 0, 0, 0.7);
padding: 4px;
}
.attribution h1 {
background-color: #ffd724;
display: inline;
font-weight: bold;
font-size: 6vw;
}3. Create an order and its line items. There are two line items for this order: one is for banner and the other is for native ads.
Finally, go to the order and approve the line items. That finishes setting up the Google Ad Manager.
Any questions? Contact us at info@adrelevantis.com.
To understand what the Content-Driven Advertising is and how it works, please read the following posts:
You want an area of a page to show both standard banner ads and Content-Driven Native ads alternatively based on page views. This can be done in Google Ad Manager. Here, I discuss how to achieve this.
The following is complete code from banner-native-example.html.
<html>
<head>
<script async src="//www.googletagservices.com/tag/js/gpt.js"></script>
<script async src="//www.adrelevantis.com/pub/prebid.js"></script>
<script>
//Prebid.js and Google Ad Manager code
var googletag = googletag || {};
googletag.cmd = googletag.cmd || [];
var PREBID_TIMEOUT = 3000;
var FAILSAFE_TIMEOUT = 6000;
var pbjs = pbjs || {};
pbjs.que = pbjs.que || [];
function bidFunc(keywrds, cats)
{
//Keywords and IAB Categories of the content are sent as bidder parameters
pbjs.que.push(function() {
pbjs.setBidderConfig({
bidders: ['adrelevantis'],
config: {
ortb2: {
site: {
keywords: keywrds,
ext: {
data: {category: cats}
}
}
}
}
});
var adUnits = [
{
code: 'div-1',
mediaTypes: {
banner: {
sizes: [[300, 600], [300, 250]]
},
native: {
sendTargetingKeys: false,
title: {
required: true
},
image: {
required: true
},
clickUrl: {
required: true
},
sponsoredBy: {
required: true
}
}
},
bids: [{
bidder: 'adrelevantis',
params: {
placementId: 13144370,
cpm: 1
}
}]
}];
googletag.cmd.push(function() {
var slot1 = googletag.defineSlot('/21901351985/header-bid-tag-2', ['fluid', [300, 600], [300, 250]], 'div-1').addService(googletag.pubads());
googletag.pubads().disableInitialLoad();
googletag.pubads().enableSingleRequest();
googletag.enableServices();
});
pbjs.addAdUnits(adUnits);
pbjs.requestBids({
bidsBackHandler: initAdserver,
timeout: PREBID_TIMEOUT
});
});
function initAdserver(bids) {
if (pbjs.initAdserverSet) return;
googletag.cmd.push(function() {
pbjs.que.push(function() {
pbjs.setTargetingForGPTAsync();
googletag.pubads().refresh();
});
});
pbjs.initAdserverSet = true;
}
setTimeout(function(bids) {
initAdserver(bids);
}, FAILSAFE_TIMEOUT);
};
bidFunc("Pets Dental Health,Pet,Pet dental", "/pets|/pets/cats");
</script>
</head>
<body>
<h2>Native Content-Driven Advertising Examples</h2>
<div id='div-1' style='width: 30%; min-width: 300px; min-height: 250px;'>
<script>
googletag.cmd.push(function() { googletag.display('div-1'); });
</script>
</div>
</body>
</html>In the adUnits, you specify both banner and native as mediatypes. For banner, you specify the sizes of ads you want to display. In defineSlot function, you need to specify ‘fluid’ (for native ads) and sizes (for banners).
The rest of work is in Google Ad Manager. Let’s say you want to display a 300×250 banner and native square Content-Driven ads alternatively.
First, you need to define an ad unit. For sizes, you need to select ‘Fluid’ for native ads and possible banner sizes that you want the ad unit to display.
Then, you define a Native. Make sure it targets to the ad unit defined in the previous step (“Test 2” for this case).
You also need to define HTML and CSS of the native.
Here is the complete HTML code.
<a href="%%CLICK_URL_UNESC%%##hb_native_linkurl##" target="_blank" class="pb-click">
<div class="card">
<div class="title">
<h1>##hb_native_title##</h1>
</div>
<div class="attribution">
<h1>##hb_native_brand##</h1>
</div>
</div>
</a>
<script src="https://cdn.jsdelivr.net/npm/prebid-universal-creative@latest/dist/native-render.js"></script>
<script>
var pbNativeTagData = {};
pbNativeTagData.pubUrl = "%%PATTERN:url%%";
pbNativeTagData.adId = "%%PATTERN:hb_adid%%";
// if you're using 'Send All Bids' mode, you should use %%PATTERN:hb_adid_BIDDER%%
pbNativeTagData.requestAllAssets = true;
window.pbNativeTag.renderNativeAd(pbNativeTagData);
</script>
Here is the complete CSS code.
.card {
width: 100vw;
height: 100vw;
background: url(##hb_native_image##) no-repeat;
background-size: cover;
background-position: center;
}
.title {
color: rgba(0, 0, 0, 0.7);
padding: 4px;
}
.title h1 {
background-color: #F8F8FF;
display: -webkit-box; -webkit-line-clamp: 3; -webkit-box-orient: vertical; overflow: hidden;
font-size: 5vw;
}
a {
text-decoration: none;
}
.attribution {
color: rgba(0, 0, 0, 0.7);
padding: 4px;
}
.attribution h1 {
background-color: #ffd724;
display: inline;
font-weight: bold;
font-size: 6vw;
}
Now, you can define your campaign Order and its line items.
You need to define a line item for your banner. Note the Expected creatives is 300×250.
Make sure you target to Inventory “Test 2”.
You also need to define a creative for this line item. For this case, the creative is the banner image, the click through, etc.
Now, you need to define a second line item for the native ads. Make sure select the previous defined native as Expected creatives (“banner_native_square” for this case).
Make sure select “Test 2” as Inventory targeting.
You are done.
You can click this link to see how it actually works. In general, the banner ad takes precedence. When its impressions are using up, the native ads kick in.
The next step is to move the code into your pages or integrate it with your code base.
Any questions? Please contact us at info@adrelevantis.com.
To understand what the Content-Driven Advertising is and how it works, please read the following posts:
In the previous blogs (Part 1 and Part 2), I discussed how Content-Driven Native Ads work with our GAM tags. In this blog, I show you how to set up your GAM tags to work with Content-Driven Native Ads.
I assume that you use Prebid.js header bidding platform for your site. I presume you have a Google Ad Manager account and have basic understanding of it.
Let’s say you want to display a native ad to fit in a square area of your page.
In Ad units of GAM, add an ad unit as follows. Make sure select Size mode “Fixed size” and Sizes “Fluid”.
In Native of GAM, add a Native format.
Add a Native style. Make sure choose “Fluid” as an ad size. Select “Native square” ad unit as targeting Inventory. Choose the “native_square” format defined previously.
Insert the following code in HTML and CSS of Style native ad tab, respectively.
Here is the complete HTML code.
<a href="%%CLICK_URL_UNESC%%##hb_native_linkurl##" target="_blank" class="pb-click">
<div class="card">
<div class="title">
<h1>##hb_native_title##</h1>
</div>
<div class="attribution">
<h1>##hb_native_brand##</h1>
</div>
</div>
</a>
<script src="https://cdn.jsdelivr.net/npm/prebid-universal-creative@latest/dist/native-render.js"></script>
<script>
var pbNativeTagData = {};
pbNativeTagData.pubUrl = "%%PATTERN:url%%";
pbNativeTagData.adId = "%%PATTERN:hb_adid%%";
// if you're using 'Send All Bids' mode, you should use %%PATTERN:hb_adid_BIDDER%%
pbNativeTagData.requestAllAssets = true;
window.pbNativeTag.renderNativeAd(pbNativeTagData);
</script>Here is the complete CSS code.
.card {
width: 100vw;
height: 100vw;
background: url(##hb_native_image##) no-repeat;
background-size: cover;
background-position: center;
}
.title {
color: rgba(0, 0, 0, 0.7);
padding: 4px;
}
.title h1 {
background-color: #F8F8FF;
display: -webkit-box; -webkit-line-clamp: 3; -webkit-box-orient: vertical; overflow: hidden;
font-size: 5vw;
}
a {
text-decoration: none;
}
.attribution {
color: rgba(0, 0, 0, 0.7);
padding: 4px;
}
.attribution h1 {
background-color: #ffd724;
display: inline;
font-weight: bold;
font-size: 6vw;
}In Creatives of GAM, create a creative named “Native square”. Make sure to choose the previously defined format “native_square” as Creative template. Select “Native” as Target ad unit size. And select “jsdelivr” as ad technology provider.
That finishes the definition of the Native Square ad. You can define other ad formats by following the same steps. The only difference is their HTML and CSS code.
For Native Nature format (ads cross the width of content section), the HTML code is
<a href="%%CLICK_URL_UNESC%%##hb_native_linkurl##" target="_blank" class="pb-click">
<div class="sponsored-post">
<div class="thumbnail" style="background-image: url(##hb_native_image##);">
</div>
<div class="content">
<h1>##hb_native_title##</h1>
<div class="attribution">##hb_native_brand## </div>
</div>
</div>
</a>
<script src="https://cdn.jsdelivr.net/npm/prebid-universal-creative@latest/dist/native-render.js"></script>
<script>
var pbNativeTagData = {};
pbNativeTagData.pubUrl = "%%PATTERN:url%%";
pbNativeTagData.adId = "%%PATTERN:hb_adid%%";
// if you're using 'Send All Bids' mode, you should use %%PATTERN:hb_adid_BIDDER%%
pbNativeTagData.requestAllAssets = true;
window.pbNativeTag.renderNativeAd(pbNativeTagData);
</script>The CSS code is
.sponsored-post {
background-color: #fffdeb;
height: 15vw;
}
.content {
overflow: hidden;
padding: 2px 6px 0px 6px;
}
.thumbnail {
width: 20vw;
height: 15vw;
float: left;
background-image: url(##native_image##);
background-size: cover;
}
h1 {
font-size: 2.125vw;
display: -webkit-box; -webkit-line-clamp: 3; -webkit-box-orient: vertical; overflow: hidden; }
a {
text-decoration: none;
}
.attribution {
color: rgba(0, 0, 0, 0.7);
font-size: 2.25vw;
font-weight: bold;
display: inline-block;
background-color: #ffd724;
border-radius: 2px;
}For a Native Horizontal ad (width : height=2 : 1), the HTML code is
<a href="%%CLICK_URL_UNESC%%##hb_native_linkurl##" target="_blank" class="pb-click">
<div class="card">
<div class="container">
<div class="container2">
<img src="##hb_native_image##"/>
</div>
</div>
<div class="container">
<div class="title">
<h1>##hb_native_title##</h1>
</div>
<div class="attribution">
<h1>##hb_native_brand##</h1>
</div>
</div>
</div>
</a>
<script src="https://cdn.jsdelivr.net/npm/prebid-universal-creative@latest/dist/native-render.js"></script>
<script>
var pbNativeTagData = {};
pbNativeTagData.pubUrl = "%%PATTERN:url%%";
pbNativeTagData.adId = "%%PATTERN:hb_adid%%";
// if you're using 'Send All Bids' mode, you should use %%PATTERN:hb_adid_BIDDER%%
pbNativeTagData.requestAllAssets = true;
window.pbNativeTag.renderNativeAd(pbNativeTagData);
</script>The CSS code is
.card { width: 98vw; height: 49vw; border: 1px solid #000000; }
.card::after { content: ""; clear: both; display: table; }
.container { float: left; width: 50%; }
.container2 { display: flex; justify-content: center; align-items: center; height: 49vw; }
img { max-width: 49vw; max-height: 49vw; width: auto; height: auto; }
.title { text-align: center; padding: 10vw 1vw 1vw 1vw; }
.title h1 { line-height: 1.2; display: -webkit-box; -webkit-line-clamp: 5; -webkit-box-orient: vertical; overflow: hidden; font-size: 3.25vw; }
a { text-decoration: none; }
.attribution { color: rgba(0, 0, 0, 0.7); text-align: center; padding: 1vw 1vw 1vw 1vw; }
.attribution h1 { background-color: #ffd724; font-weight: bold; font-size: 3.5vw; display: inline; }
For Native Vertical ad (width : height = 1 : 2), the HTML code is
<a href="%%CLICK_URL_UNESC%%##hb_native_linkurl##" target="_blank" class="pb-click"> <div class="card">
<div class="container">
<div class="container3">
<img src="##hb_native_image##"/>
</div>
</div>
<div class="container2">
<div class="title">
<h1>##hb_native_title##</h1>
</div>
<div class="attribution">
<h1>##hb_native_brand##</h1>
</div>
</div>
</div>
</a>
<script src="https://cdn.jsdelivr.net/npm/prebid-universal-creative@latest/dist/native-render.js"></script>
<script>
var pbNativeTagData = {};
pbNativeTagData.pubUrl = "%%PATTERN:url%%";
pbNativeTagData.adId = "%%PATTERN:hb_adid%%";
// if you're using 'Send All Bids' mode, you should use %%PATTERN:hb_adid_BIDDER%%
pbNativeTagData.requestAllAssets = true;
window.pbNativeTag.renderNativeAd(pbNativeTagData);
</script>
The CSS code is
.card { width: 98vw; border: 1px solid #000000; }
.container { height: 98vw; text-align: center; vertical-align: middle; }
.container3 { display: flex; justify-content: center; align-items: center; height: 98vw; }
img { max-width: 98vw; max-height: 98vw; width: auto; height: auto; }
.container2 { height: 98vw; display: table-cell; text-align: center; vertical-align: middle; padding: 4px; }
.title h1 { display: -webkit-box; -webkit-line-clamp: 5; -webkit-box-orient: vertical; overflow: hidden; font-size: 6.5vw; }
.attribution { color: rgba(0, 0, 0, 0.7); }
a { text-decoration: none; }
.attribution h1 { background-color: #ffd724; font-weight: bold; font-size: 7vw; display: inline; }
Now, you can define your Order and its Line items in GAM.
In your line item definition, select the formats “native_sqaure”, “native_nature”, “native_horizontal” and “native_vertical” as Expected createives.
And select Ad units “Native square”, “Native horizontal”, “Native nature” and “Native vertical” as targeting inventory.
You can define multiple line items with the same Expected Creatives and targeting Ad units but with different delivery rates ($1.50, $2.00, etc.).
Now, your GAM tags are ready to serve Content-Driven Native Ads. Just hook them up with Adrelevantis Bidder Adapter as described in the previous blogs.
Any questions? Please reach us at info@adrelevantis.com.
To understand what the Content-Driven Advertising is and how it works, please read the following posts:
In the previous post, I discussed how to find/display content-relevant native ads by targeting to particular keywords and categories using Googletag. In this post, I’ll show you how to get the keywords and categories of a page automatically in real time when a page is viewed, and then, display relevant native ads using Googletag.
The following code is taken from Ads relevant to content with Adrelevantis bidder adapter.
//Content-Driven Advertising needs access to content. So, wait DOMContentLoaded event to start the bid process
document.addEventListener("DOMContentLoaded", function(event){
//Content-Driven Advertising refers to individual pages
//Set referrer to no-referrer-when-downgrade to ensure safety while providing page path
if (document.querySelector('meta[name="referrer"]') === null){
var meta = document.createElement('meta');
meta.name = "referrer";
meta.content = "no-referrer-when-downgrade";
document.getElementsByTagName('head')[0].appendChild(meta);
}
else {
document.querySelector('meta[name="referrer"]').content = "no-referrer-when-downgrade";
}
var q = document.getElementsByTagName('body')[0].innerText;
var pload = 'q=' + encodeURIComponent(q);
var h = new XMLHttpRequest();
h.onreadystatechange = function () {
if (4 === this.readyState) {
if (200 === this.status) {
var res = JSON.parse(this.responseText);
if (res != null){
var cats = res["Category"];
var keywrds = res["Keyword"].replaceAll(/\|/g,",");
bidFunc(keywrds, cats)
}
}
}
};
h.open("POST", "https://api.adrelevantis.com/getcatskeywords", true);
h.setRequestHeader("Content-type", "application/x-www-form-urlencoded");
h.send(pload)
});When DOMContentLoaded is fired, the page content is sent to a web service called “https://api.adrelevantis.com/getcatskeywords“. The web service returns ranked keywords and IAB Categories of the content. The keywords and the categories are passed into bidFunc to start bid.
In summary, here is what happens when a page is viewed. A user opens the page -> At DOMContentLoaded event, the page content is parsed for its keywords and IAB categories -> The keywords and the Categories are sent to the bidder -> The bidder returns a bid that matches the keywords and the categories along with other bid parameters -> The bid is sent to Google Ad Manager for display.
Here are a few live examples. Click them to see native ads that are relevant to their content.
Pets: how-you-can-maintain-your-pets-dental-health
Cooking: essential-french-onion-soup
Entertainment: laura-marano-new-single-let-me-cry
Home and Garden: the-impracticality-of-hardwood-flooring
Sports: big-ten-reporters-pick-michigan-to-win-league-title-in-2019
Contact: info@adrelevantis.com.
To understand what the Content-Driven Advertising is, please read the following post:
Improve Ad Relevancy 