Contextual targeting refers to displaying ads based on a website’s content. For example, it may include showing an ad for running shoes on a running forum, or airline and hotel ads on travel websites.

Contextual targeting uses real-time session information, such as the website a user is browsing, to determine the individual’s intentions and interests concerning a product or service, as opposed to using data collected, stored and analyzed about that user over some time. Since the ads are placed by matching and considering the content viewed by the user, contextual ads often have a greater chance of influencing visitors and generating a favorable response.

Contextual targeting is enjoying a revival, given the ongoing demise of third-party cookies. As this approach uses a non-intrusive technology based on user behavior, it helps you comply with public and regulatory sentiments around privacy.

It is more privacy-friendly than behavioral targeting – a form of advertising that utilizes cookies to understand a user’s historical browsing data.

Check out how to comply with privacy expectations: Marketing and advertising in a privacy-first world.