Ford, Google Put Banners in Context

Most banner ads are inserted into Web pages regardless of content, but recently Ford worked with Google to begin running display ads that varied depending on the nature of the site.

The effort, which began late last month, relied on a new Google display offering the company hopes will give it a leg up in the display business.

Google’s technology automates a process that would be extremely labor intensive, said Scott Kelly, head of Ford’s digital marketing.

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