Contextual Advertising is more complicated than getting a Google Adwords account and opening up the balance on your credit card. At the end of the day, you need some kind of return on investment. At SES New York, Chris talked with Peter Hershberg and Joshua Stylman of Reprise Media about their roles in the highly competitive search marketing space. Peter Hershberg spoke on a panel discussing contextual advertising and the various ad programs allowing advertisers to move search ads into a contextual environment. Joshua Stylman was part of a panel of media buyers discussing many of the challenges faced in dealing with search engine advertising; including things like click fraud and making sure advertising campaigns are successful. The interview is a solid inside perspective on making contextual advertising campaigns work.