Sensors, Martella asserted, are essential to the contextual web and the applications are abundant.

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They must be mobile and they must contribute to the contextual web.

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However the issue with contextual advertising is that web publishers often sell out ad slots on their popular pages while a majority of their site remains unused.

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This is an advantage over contextual advertising as it can help web publishers better target consumers and monetize their under-sold web pages.

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Since contextual information can accelerate searches on mobile devices, Microsoft built more ways to scour the web via its search engine, Bing.

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