--- title: What Is Contextual Targeting? description: As cookies go away and Apple‚Äôs IDFA and other privacy changes go into effect, brands are increasingly looking at contextual marketing to reach targeted audiences. image: https://insights.digitalmediasolutions.com/hubfs/Imported_Blog_Media/aHViPTcyNTMyJmNtZD1pdGVtZWRpdG9yaW1hZ2UmZmlsZW5hbWU9aXRlbWVkaXRvcmltYWdlXzYwOWFkZmNhNTIxNTkuanBnJnZlcnNpb249MDAwMCZzaWc9NzBjY2I5ODUyMjU0ZDQ1OGU4M2MxZjMyMDdjNDBkMDA=.png --- [**DMS Insights](https://insights.digitalmediasolutions.com/)/  [Customer Acquisition](https://insights.digitalmediasolutions.com/tag/customer-acquisition) /  What Is Contextual Targeting? # What Is Contextual Targeting? by [Digital Media Solutions](https://insights.digitalmediasolutions.com/author/digital-media-solutions) The roll out of Apple’s IDFA changes has sent ripples through the advertising world with many brands considering the best strategies to reach targeted audiences, now that previously available audience data is limited. Contextual targeting is one of those strategies, recently [described](https://insights.digitalmediasolutions.com/articles/short-form-video-strategies) by Facebook as “allowing advertisers to align their brand messaging [including video, audio and display ads] within content that is contextually relevant to their target consumer.”  [![](https://insights.digitalmediasolutions.com/hubfs/Imported_Blog_Media/aHViPTcyNTMyJmNtZD1pdGVtZWRpdG9yaW1hZ2UmZmlsZW5hbWU9aXRlbWVkaXRvcmltYWdlXzYxODJiNTBlMmRlYjAucG5nJnZlcnNpb249MDAwMCZzaWc9Y2Y1NjdiNGI3ZmQ4MTY4ZjI4NzY4YjNiZWRlNDBhZGQ=-Dec-13-2023-10-56-24-0287-PM.png)](https://digitalmediasolutions.com/dms-info) ## **What Is Contextual Targeting? ** Contextual targeting matches ads to content based on the context of the content. The matching is performed by considering keywords, topics, language and location. For example, with contextual targeting, an ad for cookware might be placed on a recipe site. Contextual targeting isn’t a new concept, but it has grown more sophisticated and accurate with the use of machine learning, algorithms and more advanced measurement tools.  In recent years, much of the targeting within digital advertising is behavioral, achieved by aligning ad buys with certain audiences based on information gleaned through internet and app use. As consumers’ privacy concerns increase, and the tech industry becomes more cautious (ex. IDFA changes, GDPR, CCPA), access to that behavioral data is becoming less readily available and other means of targeting consumers, like contextual targeting, has become fundamental.  ## **What Are The Benefits Of Contextual Targeting?** Contextual targeting aligns ads with relevant content in a way that typically makes sense for the audiences viewing the ads. Additionally, contextual targeting can enhance brand safety, because contextual targeting, using both positive and negative keywords, can help advertisers place ads near content that aligns with their brands while keeping ads away from content that doesn’t align. As contextual targeting becomes more widely adopted, advertisers may deploy their first-party data in conjunction with contextual targeting to make more personalized connections. ### **Seeking New Ways To Maximize Your Customer Acquisition?** [Digital Media Solutions (DMS)](https://digitalmediasolutions.com/dms-info) is a technology-enabled, data-driven performance advertising solutions provider connecting consumers and advertisers. [Contact DMS today](https://digitalmediasolutions.com/dms-info) to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you scale your customer acquisition results. [![](https://insights.digitalmediasolutions.com/hubfs/Imported_Blog_Media/aHViPTcyNTMyJmNtZD1pdGVtZWRpdG9yaW1hZ2UmZmlsZW5hbWU9aXRlbWVkaXRvcmltYWdlXzYxODJiNTBlMmRlYjAucG5nJnZlcnNpb249MDAwMCZzaWc9Y2Y1NjdiNGI3ZmQ4MTY4ZjI4NzY4YjNiZWRlNDBhZGQ=-Dec-13-2023-10-56-24-0287-PM.png)](https://digitalmediasolutions.com/dms-info) - [** ](https://www.facebook.com/sharer/sharer.php?u=https://insights.digitalmediasolutions.com/articles/what-is-contextual-targeting&title=What%20Is%20Contextual%20Targeting?&picture=https://2644565.fs1.hubspotusercontent-na1.net/hubfs/2644565/Imported_Blog_Media/aHViPTcyNTMyJmNtZD1pdGVtZWRpdG9yaW1hZ2UmZmlsZW5hbWU9aXRlbWVkaXRvcmltYWdlXzYwOWFkZmNhNTIxNTkuanBnJnZlcnNpb249MDAwMCZzaWc9NzBjY2I5ODUyMjU0ZDQ1OGU4M2MxZjMyMDdjNDBkMDA=.png&description=As%20cookies%20go%20away%20and%20Apple‚Äôs%20IDFA%20and%20other%20privacy%20changes%20go%20into%20effect,%20brands%20are%20increasingly%20looking%20at%20contextual%20marketing%20to%20reach%20targeted%20audiences.) - [**](https://twitter.com/share?source=https://insights.digitalmediasolutions.com/articles/what-is-contextual-targeting&text=What%20Is%20Contextual%20Targeting?%20-%20https://insights.digitalmediasolutions.com/articles/what-is-contextual-targeting) - [**](http://www.linkedin.com/shareArticle?mini=true&url=https://insights.digitalmediasolutions.com/articles/what-is-contextual-targeting&title=What%20Is%20Contextual%20Targeting?&summary=As%20cookies%20go%20away%20and%20Apple‚Äôs%20IDFA%20and%20other%20privacy%20changes%20go%20into%20effect,%20brands%20are%20increasingly%20looking%20at%20contextual%20marketing%20to%20reach%20targeted%20audiences.) #### About the author Digital Media Solutions DMS (Digital Media Solutions, LLC) is a performance-driven digital marketing company that connects consumers and brands through data, technology and proprietary media platforms. Our systems power high-volume consumer acquisition across multiple verticals, processing large-scale traffic and real-time decisioning in dynamic market environments, enabling our partners to own their outcome. We connect consumers to solutions that fit and partners to results that matter, so everyone wins. Learn more at digitalmediasolutions.com. Topics:   [Customer Acquisition](https://insights.digitalmediasolutions.com/tag/customer-acquisition) [< Previous Post](https://insights.digitalmediasolutions.com/press-releases/digital-media-solutions-inc-announces-q3-2022-financial-results) [Next Post >](https://insights.digitalmediasolutions.com/press-releases/dms-top-cpa-network-affiliates-publishers-2023) ### Related posts [ Q&A With Omar Rivera Vargas, Senior Account Manager ](https://insights.digitalmediasolutions.com/qa-with-omar-rivera-vargas-senior-account-manager) [ Understanding Consumer Intent: How Knowing Where A Prospect Is In Their Journey Changes How You Sell ](https://insights.digitalmediasolutions.com/understanding-consumer-intent-how-knowing-where-a-prospect-is-in-their-journey-changes-how-you-sell) [ What Does A Good Lead Gen Partner Actually Look Like? A Checklist For Insurance Agents ](https://insights.digitalmediasolutions.com/what-does-a-good-lead-gen-partner-actually-look-like-a-checklist-for-insurance-agents) [ Q&A With Brent Husmoe, General Manager Of Health Insurance (U65) ](https://insights.digitalmediasolutions.com/qa-with-brent-husmoe-general-manager-of-health-insurance-u65) [ Q&A With Kattie Ness, Senior Director, O65 ](https://insights.digitalmediasolutions.com/qa-with-kattie-ness-senior-director-o65) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Digital Media Solutions", "url" : "https://insights.digitalmediasolutions.com/author/digital-media-solutions" }, "dateModified" : "2024-06-10T21:05:31.348Z", "datePublished" : "2022-12-13T22:14:52.000Z", "headline" : "What Is Contextual Targeting?", "image" : [ "https://insights.digitalmediasolutions.com/hubfs/Imported_Blog_Media/aHViPTcyNTMyJmNtZD1pdGVtZWRpdG9yaW1hZ2UmZmlsZW5hbWU9aXRlbWVkaXRvcmltYWdlXzYwOWFkZmNhNTIxNTkuanBnJnZlcnNpb249MDAwMCZzaWc9NzBjY2I5ODUyMjU0ZDQ1OGU4M2MxZjMyMDdjNDBkMDA=.png" ], "mainEntityOfPage" : { "@id" : "https://insights.digitalmediasolutions.com/articles/what-is-contextual-targeting", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://insights.digitalmediasolutions.com/hubfs/DMS_Logo_Horizontal_Green-Navy.png" }, "name" : "Digital Media Solutions, LLC." } } ```