The Mechanism for Online Publishers to Monetize a Website and Manage the Contextual Advertising

The evolution of technology and internet (World Wide Web) has brought about many
predictions of their possibilities to transform the businesses, education, economy, and
social at bigger perspective. With the advent of the internet and ad server in early 1990s,
internet has become one of the marketing channels that have been used for advertising
purpose. Based on the article stated in Digital Advertising Broke $100 Billion in 2012 it
mentioned that “In 2012, web advertising approximately grew about 55.8% in the
Middle East and Africa and 38.4% in Eastern Europe while 21.5% and 13.9% for North
America and Western Europe”. The latter shows that the users and the advertisers
increasingly shift their attention on web applications that as well give the benefits to the
publishers to maximize more revenue.
This project going to discuss further details the mechanism for online publishers to
monetize a website and manage the contextual advertising. In the other words, the major
scope of this project will be on maximizing the revenue for the publishers through
display the relevant advertising. Providing these kinds of advertising will give
challenges to the publishers to match the contents of the website and to display related
advertisement that possibly to be clicked on by the users.
Two main objectives will be addressed in these research papers which are; to study the
best approach for the publishers to maximize the revenues by displaying related
advertisement with website contents through independent web publishing and to
develop a website prototype that shows important connection between the function of
publishers to maintain and manage the website contents and Contextual Ads.
Hence, the scope of the study will be discussing on the major player in online
advertisement which is publisher; to learn, discover and analyze the theory and concept
of online advertisement and contextual advertising from publisher‟s perspective.