The growth of contextual advertising market is fueled by factors such as growing number of social media users, personalized marketing strategies, and growing trend of mobile advertisement. The contextual advertising market is expected to be worth USD 125.79 billion in 2018 and is likely to reach USD 297.68 billion by 2023, at a CAGR of 18.80% between 2018 and 2023. Currently, the key players in this market are adopting strategies such as contracts, product launches and developments, and mergers & acquisitions to grow in the market.

Major players in this market are Google (US), Media.net (Dubai), Facebook (US), Microsoft (US), Amazon.com (US), AOL (Austria), Yahoo (US), Twitter (US), IAC (US), and Amobee (US), among others. These players have adopted various growth strategies, such as product launches and developments, partnerships, contracts, collaborations, acquisitions, and expansions, to widen their global presence and increase their shares in the global contextual advertising market.

Google (US) offers software tools, desktop and mobile operating systems, enterprise solutions, and hardware products, among others. It generates a major share of its revenue from the sales of its internet products, such as web-based search and display advertising. In addition, Google generates a significant portion of its revenue from performance advertising and brand advertising. Ads placed in the Google’s advertising space called Google Network Member properties make use of software such as AdMob, AdSense, and DoubleClick AdExchange. The growth strategies adopted by the company in 2017 and 2018 helped it ensure growth and increase its market share by carrying out software updates and product launches. For instance, in March 2018, Google India launched Tamil language support for AdSense and AdWords in Chennai to enable advertisers to run Tamil ads.

Media.net (Dubai), a global advertising technology company, has its global headquarters in Dubai. The company offers full spectrum of advertising and traffic monetization solutions to its client base, and has one of the most comprehensive ad tech portfolios in the industry. It serves both publishers and advertisers by providing its contextual advertising solutions. The company’s software platforms and products are licensed by various publishers, including, ad networks and other ad tech companies. Furthermore, the company is the original developer of the display-to-search (D2S) ad format, a highly sophisticated method of monetizing display placements by identifying user search intent and displaying relevant search keywords, which lead to display of search ads bought by advertisers on a cost per click (CPC) pricing model. Advertisers have experienced relatively fare conversion ratio with less risk of paying for media with which users did not engage. The company signed agreements with key players for global expansion. For instance, in March 2017, Media.net entered into a partnership with Facebook Audience Network to give client-access to publishers to address the demands of more than 4 million advertisers.

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