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What is contextual targeting?
Contextual targeting is an online advertising practice that relies on the context of the interaction rather than the identity of the user. For instance, an ad may be served up based on where a user came from and the content of the webpage the user is browsing – ranging from the image/video in the user’s view to the tone/meaning of the text being read. Contextual targeting is one of the more established alternatives to using 3rd-party data, and has since advanced to incorporate and analyze granular context. For instance, AI-powered text analysis and semantic algorithms can gauge tone and nuance, as well as incorporate metadata, video transcripts, comments, and related keywords.