Following a brief hiatus due to breaking Yahoo news, Mother’s Day, and SIS Captiva, we’re back with our latest installment in our series on adMarketplace’s Traffic Sources. This week: Rollover/In-Text.

If you’ve ever read an article with a specific word or phrase double-underlined so when you hover over it an ad appears, you’ve encountered rollover in-text ads.

These types of ads work very well for advertisers as they allow them to source traffic based on very specific keyword targeting. These rollover ads also allow advertisers to gain access to unique inventory on a CPC basis, rather than the normal CPM-based banner ads normally seen on content and article sites.

"From a traffic quality standpoint, we have found rollover in-text inventory to perform very well across advertisers in a wide array of verticals,” says adMarketplace Director of Account Management Mateo Llinas. “Due to the nature of this traffic, and the high-intent quality of the users, rollover in-text traffic typically exceeds expectations when optimized appropriately.”

Rollover ads benefit consumers as the ads are more relevant due to the fact that they are selected based on the content of the page, and embedded directly into that content. Since most of these in-text ads are in actual content articles related to a specific subject, the users are not just casual surfers; rather they are reading content online instead of skimming over it. These are highly-interested users looking to garner information on a specific topic.

By being engaged and interested in the article’s subject, these people can be viewed as high-intent users. For instance, if a user interested in organic food is reading an article about healthy recipes, he or she would more likely be receptive to food-related ads. Thus, when the user’s cursor rolls over the underlined text for, say, “chicken” or “quinoa”, he or she will see, read, and click the ad – quite a few steps to get to the advertiser's landing page, but since the user is already interested in the subject, rollover in-text ads engage at a higher rate than is seen on various other types of inventory.

Quinoa is healthy for you and simple to cook; rollover ads are healthy for your CPA and simple to manage.

Read previous entries on traffic sources here:

Part 4: Email
Part 3: Toolbar Search Party
Part 2: Mastering Type-In Domain Traffic
Part 1: Flipping Through the Distribution Channels

Springtime means the return of baseball season, perfect weather, and squirrels to Central Park. But it also means...Girl Scout cookies! After a long couple of months, our orders finally arrived at the office, courtesy of our Sales Strategy Executive Chris Hogan -- or to be more precise, Chris' daughter. Thank you Troop 2034!

For more thin minty goodness, check out our Facebook photo album.

Pope Urban VII. President William Henry Harrison. Jets coach Bill Belichick…now add Scott Thompson to the list of very short tenures. His reign as CEO of Yahoo came to an abrupt and inglorious end this week, a mere five months after being anointed the savior of the struggling technology company.

Thompson’s self-inflicted wounds seem so foolish and trivial. He was listed as having degrees in both Accounting and Computer Science, despite only earning the former. But regardless of whether he or a recruiting firm fabricated his resume, he is responsible for his own biography, especially on official company documents. He was either negligent in not noticing a major discrepancy and correcting it, or deceptive by lying in the first place.

Last week, our President/COO Adam Epstein (now on Twitter!) spoke at DigitalSummit 2012 in Atlanta. He presented on the benefits of Search Syndication, how the industry functions, and why working with adMarketplace is vital to the success of your SEM campaigns. Click here or below to view the slideshow presentation and contact usif you have any questions or would like more information:

Harriett Heller, 13-year survivor of breast cancer, Patient Advocate for the National Breast Cancer Coalition(NBCC), and mother of our Creative Director Gabrielle Heller, was in our nation's capitol over the past few days to lobby congress and celebrate women's health. We here at adMarketplace support her and the NBCC's mission, and with Mother's Day right around the corner, asked her to write about the experience:

Earlier this week, I along with hundreds of other breast cancer survivors who are members of the NBCC went to Washington D.C. to meet with our congressional representatives to urge them to join the battle to end breast cancer by 2020.