What is contextual advertising

Contextual advertising is a strategy that ensures display ads align with web page content, increasing the relevance of the ad placement.

Take for instance a user reading an article about sustainability, based on the topic, contextual ads can show them content related to renewable energy or a subscription to a sustainability newsletter. Since the content of the ads is related to the content the user is reading, the targeting strategy is called contextual.

Understand the basics of contextual advertising

How does contextual advertising work?

Contextual advertising aims to blend advert content with the overall user experience, naturally aligning with people's interests and therefore increasing the ad’s relevance. This process involves the following steps:

step 1 content analysis
step 2 content extraction
step 3 ad matching
step 4 ad placement

contextual targeting

Many contextual solutions use a simpler contextual model where advertisers have to manually specify keywords or choose topics from a taxonomy, in contrast SmartMatch™ uses proprietary AI technology to deeply analyse thousands of articles every second across a range of premium publishers.

This simplifies set up for the advertiser, allowing a larger set of content to be included in the campaign, by letting AI take care of the heavy lifting.

harnessing contextual targeting