By introducing the concept of “contextual advertising,” we have already partly touched on the topic of contextual targeting. While contextual advertising allows ads to be served based on context, contextual targeting is the basis for it.
It allows to create vertical target audiences based on specific content.
As anticipated, user data is not at stake: at the heart of contextual advertising are crawlers that analyze the content and metadata of web pages, ranking them according to the detected indicators. Thus, when a user visits a switzerland mobile database certain web page, ads are displayed not according to the user's socio-demographic characteristics, but only according to the content and meaning of the page itself.
contextual advertising
To describe the steps of an effective contextual advertising campaign, we find:
content and keyword analysis using crawlers that detect text content and images of the pages where the ad will be displayed, including keywords
placement of the ad selected by advertising platforms based on the content analyzed;
the intended user interaction when the ad is displayed within content the user is already viewing;
With the contribution of machine learning and artificial intelligence algorithms, contextual advertising campaigns are becoming more and more precise, offering advertisers the great opportunity to continuously optimize their performance through continuous analysis of CTR , frequency and conversions.