When you attend a wedding, you make sure your outfit matches — dress with shoes, tie with jacket and the entire ensemble with the formal setting of the event. The same principle should be applied to your advertising efforts. Contextual targeting ensures the content in your ad matches the content on the page where the ad is displayed.
A Growing Trend in Digital Marketing
As publishers get smarter about ad placement, the conversation is moving beyond weighing the benefits of banners and side margins. Instead, publishers are working with marketers and advertisers to ensure that the web page where an ad resides shares common themes with the ad shown there. That's contextual targeting.