Contextual targeting: old but gold
Posted: Wed Jan 22, 2025 3:22 am
Placing ads next to relevant content is one of the earliest methods of targeting advertising on the Internet, long before the widespread use of cookies to collect data on user behavior.
As the inventory that argentina whatsapp number database supports traditional targeting methods shrinks, brands will have to find platforms that offer content that is relevant to their target audience. The ad message will then be tailored to the page content, keywords, user location, and other factors.
Amidst the resurgence of interest in contextual targeting, Russian advertisers are actively testing new formats.
In-Image (advertising in images), when ads are embedded directly into relevant images on a web page. For example, ads for sports shoes appear on images of people playing sports.
In-video native advertising (advertising in video), when advertising is placed inside video content based on the content of the video. This can be a banner or a short advertising message at the beginning of the video, corresponding to its theme.
Content recommendation widgets are elements that contain recommended articles, videos, and other types of content that are relevant to the page being viewed. Recommendations can include both organic content and advertising materials.
Semantic targeting is an advanced approach to contextual targeting that analyzes semantic connections and the meaning of text on a page to more accurately match ads to the context. This allows for high ad relevance, even if the keywords do not directly match.
Audio content advertising — advertising messages integrated into podcasts or music streams based on the topic or content of the audio. For example, a short advertisement related to the topic of the podcast.
Machines in the service of advertising
Machine learning technologies will contribute to the development of contextual targeting, as they play a key role in the analysis of contextual factors. Such factors include keywords, page topic, and user location.
As machine learning algorithms improve, they will be able to process more and more data, identify hidden patterns and trends, which will make it possible to predict the interests and preferences of the user based on the context, without the need for cookies. Based on the analysis of the collected information, AI will select the most relevant advertising messages for each specific case.
During this transition period, AI will be especially important for marketers – it will help optimize the distribution of advertising budgets, minimize the costs of manual data and process management, and thus increase the efficiency and targeting of campaigns.
As the inventory that argentina whatsapp number database supports traditional targeting methods shrinks, brands will have to find platforms that offer content that is relevant to their target audience. The ad message will then be tailored to the page content, keywords, user location, and other factors.
Amidst the resurgence of interest in contextual targeting, Russian advertisers are actively testing new formats.
In-Image (advertising in images), when ads are embedded directly into relevant images on a web page. For example, ads for sports shoes appear on images of people playing sports.
In-video native advertising (advertising in video), when advertising is placed inside video content based on the content of the video. This can be a banner or a short advertising message at the beginning of the video, corresponding to its theme.
Content recommendation widgets are elements that contain recommended articles, videos, and other types of content that are relevant to the page being viewed. Recommendations can include both organic content and advertising materials.
Semantic targeting is an advanced approach to contextual targeting that analyzes semantic connections and the meaning of text on a page to more accurately match ads to the context. This allows for high ad relevance, even if the keywords do not directly match.
Audio content advertising — advertising messages integrated into podcasts or music streams based on the topic or content of the audio. For example, a short advertisement related to the topic of the podcast.
Machines in the service of advertising
Machine learning technologies will contribute to the development of contextual targeting, as they play a key role in the analysis of contextual factors. Such factors include keywords, page topic, and user location.
As machine learning algorithms improve, they will be able to process more and more data, identify hidden patterns and trends, which will make it possible to predict the interests and preferences of the user based on the context, without the need for cookies. Based on the analysis of the collected information, AI will select the most relevant advertising messages for each specific case.
During this transition period, AI will be especially important for marketers – it will help optimize the distribution of advertising budgets, minimize the costs of manual data and process management, and thus increase the efficiency and targeting of campaigns.