The New Rise of Contextual Advertising

1
What is Contextual Targeting?

• Contextual advertising is the displaying
  contextual ads on web pages based on the content
  of those pages.
• It helps in targeting the right audience at the
  right time and place and thus leading to better
  conversions and higher ROI for brands.
• An excellent example of this can be displaying
  laptops in a the technology page of a magazine.

2
What is Brand Suitability?
\ The New Rise of Contextual Advertising

• Demise of 3rd party cookies, their removal from
  major web browsers- Firefox, Safari, Google
  brands need to find a way to get close to users.
• Consumer privacy regulations like GDPR and CCPA
  and the need for personalized ads have forced
  advertisers to switch to contextual advertising.
• Since this method does not gather any user data,
  it is considered as the future of advertising.

3
Contextual Vs Behavioral Targeting

• Ad campaigns based on behavioral targeting are
  done by using clients' web browsing or purchase
  activity.
• Whereas, contextual targeting uses an automated
  system to display ads that are directly relevant
  to the site's content and are based on certain
  keywords.
• Unlike behavioral targeting, which displays
  advertising based on prior purchase history,
  contextual targeting inserts ads in areas where
  potential buyers may have ended up due to their
  browsing activity.

4
Working of Contextual Targeting

• Contextual targeting solutions provide ads based
  on the content shown, with an emphasis on what
  content is viewed.
• Brands may provide a more relevant message and
  boost the chance of action by analysing both the
  content on the page and the environment or site
  on which it appears.
• Cookies track user behaviour and provide
  advertisers with first-party and third-party
  audience data. Contextual data evaluates website
  content rather than user activity and is solely
  concerned with information at the page level.

5
Mirrors by Silverpush- Advertisers Game Changer

• The ban on third-party cookies has made reaching
  the targeted audience more challenging than ever.
• Mirrors by Silverpush uses human-augmented AI
  powered technology to reach the relevant audience
  using context-relevant video-level ad targeting.
• Most importantly, all targeting is done in a
  brand safe and suitable environment along with
  reaching the largest possible audience.