What Is Contextual Advertising?

Contextual advertising is a practice wherein marketers place ads that are relevant to the content of the web pages where they will be shown. For instance, a car ad would be shown on a website related to automobiles, and you might see a toothpaste ad on an oral healthcare portal. There might also be an advertisement for pens in a news article about school exams. Contextual Advertising targeting programmatic is not based on cookies, but on keywords or the topic of the website. This is not only going to make targeting more efficient for the marketers, but it will also improve the experience for the consumers as they will not be bombarded with irrelevant and repeat advertising across platforms during their online activities.

For marketers to overcome this risk and ensure brand safety contextual AI holds the key. Contextual AI tools are capable of analyzing the content of a webpage including the images on it. This enables the system to identify whether the content is safe, positive, and aligned with the ad or not.

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