Listings in Contextual Targeting

Contextual targeting is a digital advertising strategy that links display ads to websites that host similar content. For example, an ad promoting cars will appear on a website that posts car reviews, or makeup will appear on a women's skincare blog. While contextual targeting has long been in use in print advertising, it is gaining relevance in digital advertising due to its relative simplicity. Instead of relying on customer data, keywords inform this advertising strategy. This is especially useful as data compliance laws such as the General Data Protection Regulation Verording (GDPR) become stricter. Also, consumers are increasingly opposed to how much data is collected from them and how much of it is used. While contextual targeting relies minimally on personal data, it is still capable of providing a high degree of relevancy. Because ads are shown on websites with similar content, it doesn't affect the customer experience. The ads complement the displayed content so that the browsing process is not interrupted. In addition, the ads are likely to be in line with the user's interests, making them potentially effective. According to Business Wire, contextual targeting increases purchase intent by a whopping 63%.