Contextual advertising may sound new but it is one of the oldest forms of advertising. Almost all media channels provide a form of contextual advertising. For example, on The Golf Channel you will see golfing products or locations to play same goes with magazine Golf Digest. Contextual targeting for digital advertising is to place advertising based on the content of a page. For example; you advertise oven mitts on a cooking site or advertise sleeping bags on a popular camping blog. By using programmatic buying you can select the digital category that is relevant to the product or service.
How Contextual Targeting Works – Technically
Web crawlers from various advertising inventory providers scan a webpages content and then classifies into a category. This makes sense for sites the cover a variety of topics. Also Inventory providers (supply side platforms) request sites or apps to identify what their content is about when they place software on the page. Categories are classified by app store or the IAB. This is for trustworthiness and ad targeting.
Benefits Of Contextual Targeted Advertising
With new privacy standards effecting 3rd party cookies contextual targeting is 100% privacy safe. The easy way to find someone for your product is to know what else they would be interested in and advertising there. This is great for niche marketers or those who know exactly who their perfect customer would be.
How it Differs from Behavioral Advertising
Behavioral targeting is based on previous actions. A website, keyword search or location visited. Retargeting is technically a for of behavioral targeting. Contextual targeting is more real time and is privacy friendly.
How To Purchase Contextually Targeted Advertising.
Many DSPs (demand side platforms) offer the ability to target contextually. Hiring the professionals at Thumbvista is the best choice. We can help with every step of the way including, topic research, ad design and premium placements.