What is "contextual advertising"?

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"Contextual advertising" is a method in which AI (artificial intelligence) automatically analyzes keywords, text, images, etc. on a web page and displays ads that match the content of the page.
Targeting based on the content and context is called contextual targeting.

Similar ad targeting methods to "context advertising" include "content targeting," which categorizes websites and web pages and delivers ads, and "keyword targeting," which delivers ads by specifying keywords contained within a web page.
And because "context advertising" targets by context, it performs full path analysis of the destination URL (analysis of all text and image information within the page), which has the advantage of increasing the match rate between the content of the ad and the delivery surface compared to "content targeting" and "keyword targeting." To achieve
this, it is essential to use AI to process huge amounts of data.


The example of a "contextual ad" shown chile whatsapp data below is an "ad for easy 10 minute quinoa" on a content page called "How to make pressure cooker chicken spaghetti" on an "easy one pot dinner site." You
can see that the ad is very well-matched to the content of the website.

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Three benefits of "contextual advertising"
Here are three benefits of this “contextual advertising”:

(1) Protect your brand image
The delivery of advertisements that shape a brand image is extremely important.
Companies do not air TV commercials on TV programs that do not match their brand.
The feature of "contextual advertising" is that, like TV commercials, advertisements can be placed on content pages of websites that match the company's brand.

In some sense, the web is a lawless place. What would happen if your company's brand ads were displayed on pages that contain fake news, hate speech, or content that slanders others due to the spread of the new coronavirus? The brand
image that you have built up until now would be greatly damaged, and sometimes you would be the target of criticism.
To avoid these advertising risks, many well-known brand companies are now switching to "contextual advertising" as their delivery method.

(2) Free yourself from dependency on cookies
Given the growing emphasis on privacy protection, as seen in GDPR, CCPA, Apple's regulation of IDFA (identifier for advertising), and Google's planned end of support for third-party cookies in 2023, it is expected that "contextual advertising" will become even more popular in the future,
because "contextual advertising" does not depend on "cookies and IDFA".

(3) Safer, smarter advertising methods than ever before
Until now, simple keyword matching has been used to identify relevant content, but like other ad technologies, AI technology for "contextual advertising" is evolving every day and its accuracy is improving dramatically. It
is said that AI can understand not only the context of the content, but also the subtle nuances and sentiments within it.
For example, in the past, it was only possible to determine that "this page is about a trip to Italy," but in recent years it has become possible to determine that "this page is about a disappointing experience or experience during a trip to Italy." Through
machine learning, AI has been developed to understand the context and sentiment of web pages more deeply and to determine their relevance to brands and safety.

GumGum, headquartered in Santa Monica, USA, is a pioneer in this type of "contextual advertising" and is working to popularize advertising suitable for the cookie-less era.

[xylanth]

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