Contextual Targeting is Making an AI-Powered Comeback

With the use of third-party cookies halted in the post-GDPR world, the introduction of numerous new restrictions, and the necessity to regulate personal data and user permission, marketers have once again turned to a platform that is free of all such limitations - Contextual Targeting.

According to recent research, contextually relevant advertising increased engagement by 43%. Furthermore, individuals recalled contextual advertising 2.2 times better than ordinary advertisements.

The main reason for the revival of contextual targeting is that it does not rely on pixels or third-party cookies, as does behavioral advertising.

Instead, it has a whole different method that advertising must be aware of.

Cookies are used to show adverts online by predicting future behavior and displaying an ad regardless of the content of the page you are now on.

The approach of delivering advertising on a webpage based on its content rather than the user's data is known as contextual ad targeting. This notion, however, is not new in the ad tech industry. It has, however, been around for some time.

How is Contextual Making an AI-Powered Comeback?

The process of addressing the correct audience at the right time and place, converting them, and increasing brand ROI is known as contextual advertising.

Advertisers desire more options for identifying, connecting and interacting with their customers in this new era of advertising technology. As a result, contextual targeting is the most effective method, enabling firms to build a more comprehensive advertising plan.

Contextual targeting tactics can turn potential viewers into customers without being obtrusive or requesting personal information from the users. Both the client and the advertiser profit as a consequence.

Contextual Vs Behavioral Targeting

Following the depreciation of third-party cookies, contextual advertising is gradually supplanting behavioral advertising.

Behavioral targeting built ad campaigns by exploiting internet user data. This marketing method collects data on potential clients' online surfing or purchasing habits. Following that, clients are targeted based on their activity.

Contextual targeting, on the other hand, employs an automated method of displaying advertising that is directly related to the site's content and is based on certain keywords.

Contextual targeting, as opposed to behavioral targeting, which shows adverts based on prior purchase history, displays advertisements in locations where potential purchasers may have ended up as a result of their browsing actions. As a result, the ROI and brand familiarity of the product grows.

Conclusion

With increased user concerns over private data, the parameters across user private data simplify and make it more difficult for cookies to work as it becomes more difficult to understand user behavior, opening the door for the return of contextual targeting.