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Ever since Google AdSense opened up possibility to earn money as a web publisher, contextual advertising has assumed significance. Until a few years ago, banner ads were more favored. Google Adsense wasn't

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

around, and often odds were against small businesses to place ads and get noticed. Over time, banner ads became less preferable mainly because web viewers increasingly considered them as major distractions.

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

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Overture and Google took in the scent quite early and started experimenting with text ads based on contextual advertising. Initially the emphasis was on showing text ads in search results when

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

search term coincided with the keyword chosen by the ads. AdWords took shape early 2002, and though Overture was already an old hand when AdWords started, the latter galloped ahead in no time.

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

Google AdSense is a late entrant, followed only recently by Yahoo Publisher Network (YPN). After YPN debuted, there is no stopping the comparison between the two. For an average web publisher today and in c

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ming days, it will be like 'the more, the better'. In this article, we will closely look at contextual advertising and how the competition between YPN and Google AdSense affects web publishers.

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

Contextual advertising - what it means?

Contextual advertising refers to those ads that are relevant to the content of a webpage in which they appear. For example, if a viewer

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

isits a site about paintings, and the site shows contextual advertising like Google AdSense, the viewer will see ads related to paintings, such as watercolor works, art gallery and so on. Contextual adverti

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

ing is dynamic, so if a viewer refreshes a webpage, a completely new set of ads appears.

Google AdSense on the cue

After overwhelming success of AdWords in relativ

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

ly short time, Google AdSense came to be launched in early 2003, a program that is all about contextual advertising. To be true, eZula must retain credit of having first launched contextual advertising prog

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

am way back in 2001. But it is Google AdSense which popularized the concept rapidly.

What is good about Google AdSense is that it allows web publishers of any size to display its contextual adv

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

rtising and earn money.

In comes Yahoo Publisher Network (YPN)

Although belated, Yahoo launched YPN to take on Google AdSense in August last year in the field of c

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

ntextual advertising. Though yet to be out of beta and still meant for US sites, YPN does appear as a whiff of fresh air in the sense that users will now have another option other than the ubiquitous Google

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

AdSense. As of now, there is less variety in YPN compared to Google AdSense. However, YPN is said to be paying far more than Google AdSense for each click generated, which is one reason why YPN publishers a

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

e happy with its contextual advertising.

YPN versus Google AdSense

It is early days to compare between the two, especially since YPN is yet to debut

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

nternationally. Going through user experience, the most important point that crops up is YPN's generous EPC as said above. Google AdSense is more superior in ad targeting which means more click-through-rate

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

(CTR). Ad links are shown in Google AdSense, not so in YPN. On the other hand, while YPN displays link title to show the full ad text, Google AdSense does not.

In addition to text ads, Google A

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

Sense also allows image ads in the same format as text displays. There is however no way to know from ad statistics as to how image ads perform vis-?-vis text ads. Though necessarily contextual advertising,

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

image ads still are a throwback to old days of banner ads. YPN does not show image ads.

Summing up, there is no doubt that contextual advertising is here to stay. As YPN evolves further, the ch

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ice between it and Google AdSense can be expected to narrow down. For the moment, if you are not located in US, yet interested to make an earning through contextual advertising, the answer is Google AdSense

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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