In-Image ads are gaining popularity among publishers over the past couple of years. This has to do with new methodologies in which they are targeted and deployed.
Earlier on targeting software looked at language, to look for keywords and patterns in text that gave an idea of the environment of the page and accordingly place ads. This was a daunting process and so vendors started using Metadata.
Metadata failed to provide a complete picture of the ad placement and hence affected the brand due to the content in the environment where it was placed. Publishers can now set their fill rate, control how their audiences are targeted and what kind of contents can have ads placed on it and what types cannot. This provides greater control over in-image advertisements.
The challenge with in-image advertisements is to place it in such a way that it is not obstructive but at the same time intent relevant and according to publishers this can really increase creative engagement among users.
Imonomy provides a unique tech that scans text from web pages and automatically matches content-relevant and visually engaging in-image campaigns. They boast high conversion rates with their in-image advertisements.
Read the article here
Image source http://www.jeffbullas.com/