Nowadays the majority of the advertisers use contextual advertising as compared to those in the past. Various data laws came into effect which led to the sudden surge in contextual advertising. Media outlets like google removed third-party cookies from the web browsers which made behavioral advertising obsolete.

What is Contextual Advertising?

Contextual advertising is the practice of placing ads on webpages based on the content. It is a form of targeted advertising that enables publishers to display ads based on the keywords.

For instance, suppose you’re running a local marketing campaign for your new CRM( customer relationship management) software, you might create a PPC campaign. If someone who lives nearby is reading an article about the best CRM software, your ad will show up.

In the above example, Google used the person's location to display the ad. Your ad is only visible to the people who are in the vicinity of your business.

Additionally, he was interested in CRM and wanted to read about the best software, so an ad for a CRM software is not disruptive. He is more likely to respond positively.

When you target context, you do so based on the environment in which the audience is browsing. Both the keyword and topic targeting have to match with the theme of the site the user is on. The product or service advertised should be related to the content on the page. Apart from that you can also target your placements, websites as per your product and services. A seasoned digital marketing companycan plan a result oriented strategy for you.

How do Contextual Advertising works?

Contextual advertising involves the process of targeting through a demand-side platform. This will place your ad on web pages that meet your parameters.

Here’s how it works -Select parameters for contextual targeting

For contextual advertising to work, an advertising system needs to know what your campaign is all about. This will enable it to place your ads on relevant web pages. Google Display Networks requires you to select topics and keywords to set up a contextual ad for you.

Learn more: Contextual Advertising: What is it and How it Works?