Contextual Targeting Advertising such as that offered by the Los Angeles, CA company AdMedia is coming to the forefront of the online advertising world. This method can expand public awareness of your brand, boost visits to your website, and lead to higher sales numbers.
This article will explain how contextual advertising works and how it is different from behavioral advertising. It also explains how contextual advertising can produce excellent results for your company’s ad campaigns online, delivering the outcomes your company wants.
How Contextual Advertising Works
Contextual advertising works by cataloging all of the content on a website and determining which ads would be the best fit to complement it. AdMedia’s proprietary method, known as Semantic Logic, analyzes signals coming from text, categories, URLs, and images to create a complete picture of the content on every website where the ad is placed. This information is then used to construct ads that meet the criteria consumers are looking for.
Contextual advertising is concerned with the environment in which the ads are placed. It encompasses the relevance of keywords, topics, images, and other types of content. Companies can find the right customers without resorting to invasive tracking techniques such as third-party cookies.
Contextual Advertising and Behavioral Advertising
Contextual advertising is on the upswing today due to some upcoming changes in the digital ad landscape. In the near future, it will become much more difficult to target ads using behavioral advertising techniques. This will happen because the third-party cookie is being phased out of the most popular web browsers like Google Chrome, Firefox, and Apple’s Safari.
Third-party cookies are the bread and butter of companies like Doubleclick. These cookies follow users everywhere, gaining an extensive picture of how they do business online and the kind of content they tend to view. Many consumers and privacy experts believe that this form of ad targeting significantly impacts consumer safety online.
When these cookies disappear, many advertisers will lose their advantage and be unable to keep up with companies that use contextual targeting. It is better to move forward and use systems that protect consumers’ privacy while robustly targeting the right audience for a company’s ads.
Benefits of Contextual Advertising
Contextual Targeting Advertising possesses many major benefits for companies that advertise online. These benefits are explained below:
Consumers’ Privacy is Protected
As mentioned above, contextual advertising protects the user’s privacy. While contextual targeting experts use first-party cookies to develop a complete picture of consumers’ goals, first-party cookies are less invasive. They cannot follow consumers to any number of websites. Information is stored regarding only consumer behavior on a particular website.
Enhancement in Branding
Contextual advertising can help to enhance a company’s branding. By associating a company with others that are respected in their field, they can take on some of the benefits conferred by the website on which the ads are placed.
Contextual advertising is brand-safe. Ad specialists are careful to place spots where they will complement the website and where the advertiser has many aspects in common with the host. For example, a recipe blog may host ads for relevant grocery products. Ads are not placed on sites where the company’s message conflicts with that of the host.
Ads Appear Where They Are Useful
Contextual ads do not appear in a vacuum. They are included only on pages where they are relevant to the content presented. This provides a seamless browsing experience to the consumer and ensures that they see ads that could be useful to them.
Ways in Which Contextual Advertising is Used Today
Contextual advertising is becoming popular today in the wake of the third-party cookie decision of the major web browsers. Many major brands already use it to enhance their visibility online.
Google AdSense works through contextual advertising. Google ad robots serve ads that are relevant to visitors of the website. For example, if your company sells laundry detergent, your products may be advertised on a website featuring home and family topics. If your company is in the business of home security, your ads may be placed on websites where experts review home security equipment.
How Your Company Can Switch from Behavioral to Contextual Advertising
When you decide that it is time to switch from behavioral to contextual advertising, an expert company can help you rearrange your ad strategy. It is best for all companies to let go of their use of third-party cookies well ahead of their demise so that they will be ready to move forward into the new world of advertising.
Working with a Contextual Targeting Advertising specialist can help you understand how your ads fit into the ecosystem online. They will help you revamp your ads if necessary to fit in with a contextual approach rather than a behavioral approach. You can help to select the types of websites where your advertising should appear, in addition to those sites which are selected by the proprietary algorithm.
How Contextual Advertising Presents an Advantage
Contextual advertising is not necessarily a new technique. It has been used since the beginning of the ad industry, and it never left. It had somewhat fallen out of favor in the past as behavioral advertising based on third-party cookies took over. Now that third-party cookies are on their way out, valid and time-tested methods like contextual targeting are brought to the forefront.
Upgrading Your Ad Experience
Working with a specialist firm can help you create new and exciting ads which are properly targeted and provide consumers with logical connections between your ad and the website they are visiting. Understanding how contextual advertising works and how it is taking over from behavioral advertising shows that companies should adapt their strategies according to current movements in the industry.
