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The digital marketing glossary > C > What is Contextual advertising definition?

What is Contextual advertising definition ?

Contextual advertising commonly refers to targeting based on text content of a webpage or website.

By the means of its Adsense network, Google is leader and precursor of contextual advertising. Google analyzes and categorizes a webpage content, then chooses and displays the best related ads and campaigns created by publishers on its Adwords platform.

Thus, alongside a news devoted to a singer, an ad for a concert of the same artist can be displayed.

Contextual advertising sometimes has downsides. The system can eventually display an ad for an airline alongside a news commenting a strike or crash regarding the latter. Tickets for Michael Jackson concerts have been promoted above his death announcements.

To prevent such mishap, contextual advertising systems use filters based on black keywords lists.

The most efficient form of contextual targeting is semantic targeting that goes beyond keyword identification.

Contextual advertising may sometimes refer to other forms of targeting such as ad display based on:
- weather forecast or temperatures on a weather site.
- flight destination on a flight search engine
- recipes consulted (ad for a food product)
- ...

An example of contextual targeting on the vertical network GourmetAds :

The contextual targeting options on that network :

 
Published on Wednesday 26 September 2012, mis a jour le Saturday 27 October 2012 (Authors)