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Contextual TargetingAdvertisingCookieless MarketingNative AdvertisingMedia Strategy

What’s New: Contextual Targeting

James Vakula
What’s New: Contextual Targeting

Frequently Asked Questions

What is contextual targeting?

Contextual targeting places ads based on the content of a page — using keywords, semantics and visual attention signals — rather than relying on cookies or user-level tracking. This enables brands to reach consumers in relevant contexts.

How does contextual targeting work without cookies?

Modern contextual targeting uses semantic analysis, keyword detection and visual attention data to infer the content and intent of a page. Those signals allow ad platforms to place ads alongside content where users are likely to be receptive, without needing third-party cookies.

What are the benefits of contextual targeting for brands?

Benefits include compliance with privacy changes (cookieless compatibility), higher relevance by aligning creative with page context, reduced dependence on third-party data, and the ability to reach users at moments of intent.

Where can I learn more about contextual targeting?

The article links to several resources, including an IAB UK whitepaper on contextual targeting, a piece on third-party cookies and the open web, and research about reaching missing audiences (links in the article).

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Original Article

What’s New: Contextual Targeting

James Vakula, director of media solutions at Nativo

Over the past few years contextual advertising and targeting has experienced a renaissance. New developments have reinvented this tried and true marketing tactic into a completely cookieless format that can create nuanced ad placements optimized for consumer engagement.

Contextual targeting uses content — not cookies — to reach consumers. Using key terms, visual attention and semantic data, brands can accurately place their ads alongside content where consumers are exhibiting indicators of heightened intent. In our latest Natively Speaking video, James Vakula, director of media solutions for Nativo, breaks down what brands need to know about contextual targeting as we enter a cookieless future.

For more information on contextual targeting, check out our additional resources:

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James VakulaDirector, Media Solutions, Nativo
James Vakula — Director, Media Solutions, Nativo

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