Online advertising has undergone various shifts in recent years—beginning with email, followed by display ads and click listings, and now with terms like “programmatic,” “social,” and “native” popping up all around today’s ad landscape.
In addition to those emerging channels, however, there’s another channel growing in prominence and impact: vertical search advertising.
Consumers perform a vertical search when they are in the process of actively trying to purchase a specific product or service. The notion of vertical search includes focused shopping sites (e.g., Amazon), integrated search and discovery sites (e.g., Kayak, Yelp), and sites tailored to high-consideration purchases, such as auto insurance, life insurance, and financial services.
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