The prevalence of display banners and text ads has made all but the most annoying online ads nearly transparent to online users. To stand out from the crowd, some marketers are turning to a simple, relevant and transparent advertising format: the text link.
In-text ads insert hyperlinks into ordinary Web site content around keywords in order to trigger advertising.
The benefits of in-text ads aren't without cost, though. Sites using in-text ads tend to load slower (as in-text ads are integrated) and can make pages less user-friendly. For example, as users scroll down the page they may inadvertently cause ads to flash on/off. And while the ads begin subtly as text links, some users are offended by the sudden appearance of uninvited multimedia ads in the middle of their computer screen.
A less risky, and more promising, use of in-text advertising is available without the use of pop-ups. In addition to attracting customers without use of pop-up ads, this approach allows marketers to organically grow their Web site's link popularity and search engine ranking by gaining incoming links that search engines can't identify as ads.
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