Contextual advertising is advertising where pricing is dynamic, it is completely measurable and it is context based. By context it could be content, intent, gender, targeting socio-economic status, etc. As long as it is measurable and dynamically priced; from Communicate 2's point of view it would be defined and characterized as contextual advertising.

Google AdSense was the first ever contextual advertising program to be introduced in the main stream online advertising. The program functions by offering webmasters JavaScript code that, when placed into websites, throws up relevant advertisements from the Google directory of paid search advertisers. Since the launch of Google AdSense, Yahoo! Publisher Network, Microsoft AdCenter and Ad-in-Motion have started giving similar offerings.

The evolution stage of the internet started with html. Only when people realized that graphics can also be included in websites, did online advertising take off in a big way. The next step was complete online businesses based on a complete virtual business models like Amazon and eBay.

Today internet marketing has spawned whole new genres of advertising and promotional activities. And one of the most effective methods is contextual advertising. In the year 2004, when online interactive marketing also known as PPC started emerging, we decided to venture into this field. Since then Communicate 2 has evolved as one of the leading search engine marketing companies in India. Our special expertise lies in contextual advertising, lead generation and ROI solutions, catering to some of the largest clients in India and abroad. At present Communicate 2 has a 80+ strong team, out of which 90% are certified GAP professionals.

• Advertiser: A person who wants to publish his ads in relevant websites where it is best suited to appear
• Publisher: A person who gives permission to the advertiser to display advertisement in his website. He is given a small commission as determined by the advertiser for the clicks generated from the publisher site.

For instance, if there is content in a blog related to deodorants and anti-perspirants, the publisher can expect to get advertisements related to various brands of deodorants, perfumes and anti-perspirants in his website. By virtue of contextual advertising, both the advertiser and the publisher are mutually benefited. The advertiser gets targeted traffic and the publisher gets his money through the commission route. It is a lucrative way of earning income for the publisher, whereas for the advertiser, he benefits from getting targeted visitors who are genuinely interested in products or services that he offers.

By 2010 and even in the future ahead, contextual advertising is going to change the way advertising is being done in the world. It is an incredible option for advertiser because it helps in cost cutting and saves advertising expenditure from going waste. With more and more people going to the Internet today and in future, buying merchandise/services or referring to online information for products/service is going to be a way of life. The publisher will benefit thanks to increased income by writing content in such a way that it triggers right ads while for the advertiser; he will get the right traffic. Google Adsense is one of the best and most famous advertising programs.

The experienced team at Communicate 2, is well versed with dynamic pricing and hence understand the ability to indentify context and understand measurement. Being the only Google analytics certified company in the country; we have a competitive advantage in any form of contextual advertising. So we are not media dependent or media agnostic.