What is contextual advertising?
Contextual advertising is a strategy that ensures display ads align with webpage content, increasing the relevance of the ad placement.
Take for instance a user reading an article about sustainability, based on the topic, contextual ads can show them content related to renewable energy or a subscription to a sustainability newsletter. Since the content of the ads is related to the content the user is reading, the targeting strategy is called contextual.
Understand the basics of contextual advertising
How does it work?
1. Content Analysis
SmartMatch™ uses proprietary AI to analyse the content of a webpage, understanding topic, theme and context.
2. Content Comparison
SmartMatch™’s AI identifies the themes within publisher content that are relevant to advertisers which informs the selection of contextually relevant ads.
3. Ad Matching
SmartMatch™ ensures ads are matched with the most relevant publisher article pages based on identified context.
4. Ad Placement
The chosen ads are then displayed on the webpage in the designated ad slots, where they are most likely to attract the attention of users.
Why does it matter?
Contextual advertising drives real results by placing brand messages in the right moments, when audiences are most engaged and receptive.
Unlike broad programmatic display ads, contextual ads create a seamless and relevant user experience. This alignment pays off: industry benchmarks show that contextual ads deliver engagement rates nearly twice as high as traditional display formats. The SmartMatch™ solution amplifies this further, with post-click audience engagement time up to 95% higher than competitors.
But it’s not just about performance metrics. In a privacy-conscious world, users are increasingly wary of ads that rely on third-party data. Contextual ads, which don't use personal data, are seen as more respectful and relevant, leading to stronger connections with your brand.
