Contextual targeting in advertising refers to the practice of displaying ads to users based on the content they are currently consuming or the context in which they are consuming it. It involves analyzing the text, images, and other elements on a webpage to determine its theme or topic, and then serving relevant ads that align with that theme.

For example, let's say you are reading an article about hiking in a popular travel blog. In this context, contextual targeting would analyze the content of the article and display ads related to hiking gear, outdoor equipment, or adventure travel packages. These ads are more likely to be relevant to you as a reader and may increase the chances of you engaging with them.

Contextual targeting can be implemented using various techniques. One common approach is keyword analysis, where algorithms scan the webpage for relevant keywords and match them with pre-defined ad categories. Another method is natural language processing, where advanced algorithms analyze the overall context and meaning of the content.

Contextual targeting offers several advantages for advertisers. Firstly, it allows them to reach users who are actively interested in a specific topic or theme. This increases the likelihood of engagement and conversion. Secondly, it provides a non-intrusive advertising experience for users, as the ads are seamlessly integrated into the content they are consuming.

References:

• Google Ads Help: https://support.google.com/google-ads/answer/1722022?hl=en
• Facebook Business Help: https://www.facebook.com/business/help/980593475366490
• WordStream: https://www.wordstream.com/contextual-targeting