The paper considers reveals the concept of contextual advertising as an integral part of the Internet marketing complex. Studies of foreign authors devoted to the study of paid traffic - contextual advertising, classification and forecasting of performance indicators, such as the Click through Rate, the speed of display, the average position of the search results page on the search and the conversion rate, are presented; the nature of the interaction between the consumer, the publisher and the advertiser; the working principle of behavioral remarketing is defined.