Contextual advertising is simply the strategy of buying ad placements based on the context of your content—rather than personal data. In a privacy-oriented digital world, it’s regaining popularity.
We’re talking old school, obvious stuff, like a mayonnaise brand buying time on the Food Network.
As cookie alternatives become necessary, advertisers are increasing their investments in contextual advertising as they re-evaluate their data strategies.
Companies that specialize in contextual targeting use web crawlers and AI to scan websites for keywords, sentiment, and ad load to determine the context of a page, and publishers can label their own content for advertising purposes.
In essence, contextual advertising is a privacy-compliant solution—a vintage tool to keep in your collection—but it’s not robust enough to be effective alone.
Read more about the return of contextual advertising at Marketing Brew.