to see just how effective the campaign is and whether or not the content is generating the desired results. Ad serving also offers more advanced functions for more sophisticated advertising campaigns. Advanced functions include frequency capping, sequencing ads (also referred to as surround sessions), search engine optimization, and targeting (See Ad targeting and optimization, below). Frequency capping is limiting how many times a user will see the content. Advertisers are also able to limit ads by setting a cap on money-spending. Ad targeting and optimization One aspect of ad-serving technology is automated and semi-automated means of optimizing bid prices, placement, targeting, or other characteristics. Significant methods include: Behavioral targeting — using a profile of prior behavior on the part of the viewer to determine which ad to show during a given visit. For example, targeting car ads on a portal to a viewer that was known to have visited the automotive section of a general media site. Contextual targeting — (also known as Semantic Marketing) refers to the optimum ad placement as a result of analyzing information from the entire Web page where the ad is being served. This concept was introduced as a way of improving the ‘keyword approach' to ad placement were issues surrounding ambiguity in relation to a word's meaning in the prescribed context. The concept of analyzing the ‘entire' Webpage in order to promote relevant advertising material is to benefit both the viewer of advertising content and the source of the ad. Keywords (or Adwords) are not always relevant in the context in which the word is intended. Therefore, by analyzing the entire page rather than just the keyword, the ambiguity is removed and a more relevant and accurate ad is promoted into the advertising slot on the Web page. Creative optimization — using experimental or predictive methods to explore the optimum creative for given ad placement and exploiting that determination in further impressions. See also Affiliate marketing Ad Exchange Contextual advertising Digital marketing Landing page List of advertising networks Pay-per-click Pay per play Website monetization View-through rate References Internet terminology Online advertising