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Contextual advertising is a type of advertising that is relevant in the context of the content of a page.
That’s why this type of marketing is a 100 percent privacy-friendly technology with unique customer segmentation capabilities.
Following Google’s announcement to remove third-party cookies by the end of 2022, In the marketing industry, other safer alternatives are already being sought in security to design more personalized marketing campaigns and thus not depend on user data, That is why the term contextual advertising comes in, which will be very important in the future.
According to data from the Interactive Advertising Bureau (IAB), 82 percent of online advertising is based on cookies for audience segmentation. While 77.4% of websites use at least one cookie and 21% use more than ten.
Therefore, Experts expect this contextual targeting to see growth in 2022 for digital campaign targeting. According to the IAB, programmatic advertising will have a growth of 63 percent in Latin America and represents an optimization of the supply route, the demand route and vertical integration.
What is contextual advertising?
According to specialists, contextual advertising is a type of advertising that is relevant in the context of the content of a page. As an example we have when a user can find a car ad while browsing a car blog on his computer or a technology website.
That is why this type of marketing is a technology that it does respect privacy 100 percent with unique customer segmentation capabilities.
This is how contextual advertising works and that is why it is the marketing of the future
This type of strategy works on the page where an ad is displayed where it is decided thanks to contextual segmentation, a technique that identifies the most relevant websites for a specific ad through a series of keywords.
Before these experts they detail that to understand how this advertising works, we can think of the ads of search engines such as Google, that are activated based on the keywords that a specific user has searched for.
That is why the idea behind contextual advertising is to impact users and Internet users who they are potentially interested in a product or service, as their interest in related topic pages shows.
In that same order another important point in this topic it is the segmentation that in this case is contextual and that gives rise to this type of advertising.
This targeting is not the same as behavioral targeting, although both methods use information about the user to show them the ads that may be more relevant to them, but its operation and its implications are very different.
Specialists point out that unlike contextual segmentation, behavioral targeting uses cookies and tracking pixels to track user behavior, such as your interests, your purchases or the pages you have visited.
Contextual advertising on mobile devices
Currently the use of mobile phones will continue to rule the world, That’s why targeted advertising includes in-app and mobile advertising.
Statistical reveals that the in-app advertising market is growing steadily and is expected to reach $339 million by 2023. That’s why contextual advertising in apps offers many benefits like providing a better experience, protecting user privacy – targeting users without collecting data and increasing engagement.
That’s why online advertising in a post-cookie market must deliver value for the advertiser, publisher and consumer, so it provides benefits for all.
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