Online contextual advertising is commonly associated with Google’s AdSense and Yahoo!/Overture ContentMatch programs that are open to anyone who submits the required materials, agrees to the terms and conditions, and enters their bids in the auction-based system. However, the success of online advertising has attracted the major players—both advertisers and publishers—into the contextual advertising realm. These players have a different risk/return profile, but they are willing to pay real money to reach highly targeted prospects. Is there an advertising technology and services company that can deliver the level of accuracy in contextual matching that the professional publishers and top advertisers require? With some new venture funding, ContextWeb is setting out to prove that they have the right formula.

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