a.k.a. dynamic delivery
The delivery of ad banners on a rotating, random basis, as opposed to the static placement of an ad on the same page all the time (which is called "hardwired"). Dynamic rotation offers the potential for each user to see a different message and for ads to be seen in more than one place on a site. A component of dynamic rotation advertising is the ability to place ads on Web pages that are relevant to what the user is doing. For example, if you do a search on Yahoo! for employment, a job-related Web site's ad banner will probably appear at the top of the page.
NetLingo Classification: Net Technology
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