Advertising
Contextual Targeting
Contextual targeting is an advertising strategy that places ads based on the content of the webpage rather than the behavior or identity of the user viewing it. It has gained renewed importance as privacy regulations and cookie deprecation limit behavioral targeting.
Examples
A running shoe brand uses contextual targeting to display ads on articles about marathon training and trail running gear reviews.
Best Practices
Use advanced contextual AI that understands page sentiment and nuance rather than simple keyword matching, and exclude negative contexts like disaster coverage.