Contextual Targeting

Contextual targeting is a form of targeting that allows advertisers to place ads alongside online content relevant to the campaign, rather than targeting being based on a user’s browsing history (behavioural targeting) or demographics (demographic targeting). For example, ads for luggage on a travel booking website or ads for mortgages next to an online news story about house prices.

Advertisers enter topics and keywords relevant to the campaign on their DSP, and the ad network places ads on pages with content or themes matching those topics and keywords.

See also, smart Context.