Joined: 28 Jun 09
18 Jul 10 6:33 am
Here's what I meant by the "tartgeted" or "non-targeted" adspace.
If you've been online any length of time, you probably have seen banner ads on various websites. There are other types, but this will help you get the idea. You can think of these banner ads kind of like ads in a newspaper or magazine. Someone paid (either per impression or per click) to be able to put their banner in that spot. But the ad might not have anything to do with the content that it appears by. For example, you might have a site about computers, but the ad might be for Starbucks coffee. Link exchanges, "paid to surf" sites... All the things like this are untargeted traffic... The people seeing the ad may or may not be interested in what you have to offer.
Some ad networks are improving this just a slight bit by making an effort to put relevant ads with content. This is similar to what Google adsense does. Webmasters put the Google AdSense code into their page and Google tries to put ads that relate somehow to the content. While this is slightly more targeted, you still have some irrelevancy involved.
Then you have something that is targeted traffic, such as AdWords (paid). In AdWords, people bid on keyword phrases that people search for to be placed in the "paid" listings in the search engines. And whoever "wins" the bid winds up in the top spots. People who click on these links have already "prequalified" themselves as being interested in these links because they searched for that topic. A similar thing happens with the SEO non-paid listings, but the search algorithm tries to find what it thinks is the most relevant to what you want and give you those sites based on the database it has of sites on the internet.
This prequalifying also happens when people read an article and click through a link to your site. Since they just read an article on the topic, they are much more likely to be interested in what you have to buy.
Now you originally mentioned you were thinking of buying advertising space on a website. If this site was somehow related to your niche, then that would be more targeted than if it was advertising space that would appear on websites at random.
Hope that clears up what I meant a little bit!