Within the ever-evolving digital advertising landscape, contextual targeting has long served as a key tool for reaching audiences in relevant and brand-safe environments.
In its early days, the tactic was primarily focused on digital display opportunities and the subject matter of webpages. With the rise of Connected TV (CTV) and streaming, however, the considerations associated with contextual advertising (especially in programmatic) have evolved quite considerably. Contextual opportunities are no longer confined to webpages and defined by crawlers, and now encompass rich video metadata and program-level insights.
Understanding Contextual Targeting in CTV
Contextual targeting involves delivering advertisements based on the content that viewers are consuming, rather than relying on user data, demographic info, or more advanced audiences. In CTV and streaming specifically, this approach takes advantage of the rich content information available across various streaming platforms, including for movies, TV shows, and live events. With a detailed understanding of the programs being consumed, advertisers can align their messaging with viewers’ interests and preferences in real-time, leading to a more relevant and engaging ad experience...