What is contextual advertising

Contextual advertising, or advertising that is relevant to the content of the webpage.

In practice, there are related sponsored ads based on the chosen targeting.

Contextual advertising, therefore, is a form of targeted advertising that focuses on the context being viewed.

Types of Contextual Advertising

An example of contextual advertising are ads offering a competitive price on a flight to Italy appearing on a website about traveling in Europe.

This is where the term contextual comes from: "in-text" advertising or "in-context" technology.

Other examples of contextual advertising include:

• In-game contextual advertising: Sony's Wipeout HD, one of the first games to feature pre-loading contextual ads;

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Contextual in-video advertising: a YouTube ad for shampoo shown before a hair-cutting tutorial video;

Native contextual advertising: where sponsored ads are designed to resemble the native content of a website;

Behavioral contextual advertising: designed to target the user based on their behavior rather than just their preferences.

This advertising system, in fact, analyzes the text of a website based on keywords, or chosen key phrases, and redirects advertising based on them.

Advertising agency

The advertising agency,

offers various services related to the planning, management, and evaluation of advertising campaigns.

Furthermore, it provides consultancy services for message communication, on how to improve corporate image and the image of client companies and their brands.

What does this have to do with contextual advertising?

The agency helps brands understand how contextual advertising options affect their advertising plans.

There are three main components of advertising:

• Creation: which is the appearance of the ad;
• Media Planning: where the ads should be published;
• Media Buying: how the ads are paid for.

Finally, contextual advertising can replace media planning.

In practice, it is not the individuals who choose the placement options but the computers.