E-commerce strategies
contestual and behavioral targeting strategy
In the dynamic landscape of digital marketing and advertising, the continuous evolution of technologies and strategies is the only certainty and, therefore, the models and techniques that have been established in the past are now back in fashion.
This is precisely the case of contextual targeting , the targeting model at the basis of contextual advertising, a fundamental element of the marketing mix for decades that, as we have already explored in our previous article, is now experiencing a “second youth” thanks to the most recent technological developments and, above all, following the growing interest of brands and operators in the sector for privacy-friendly solutions.
Contextual targeting has been considered an alternative to behavioral targeting ıran mobile database for many years, but is it really necessary to consider these two targeting strategies as alternatives to each other?
Before answering this question, let’s look at the main characteristics of each model in order to fully understand the interest of adopting a hybrid approach.
Contextual Targeting: What It Is and How It Works
Contextual targeting is a targeting strategy that allows you to create vertical target audiences based on specific content. Unlike traditional methods that rely on user data and cookies, contextual targeting allows you to evaluate the context and topic of a web page to determine the most relevant ads to display .
So, for example, if a user views an article on a cooking blog, contextual targeting will allow the blog to display ads for related products or services, such as utensils or appliances, rather than cooking classes.