Contextual targeting is not new, although it is becoming increasingly sophisticated. It's based on a proven concept: place your ad next to relevant content. Context vs Behavior Step back to decades past, before the Internet, and imagine you're responsible for promoting a brand of golf clubs. You need to figure out how to get your brand's golf club ads to people who are likely to buy. Philippines Photo Editor How would you do? You would probably buy an ad from a magazine, such as Golf Digest, Golf Illustrated, or The Professional Golfer. Your prospects would likely read one or all of these popular magazines. This is contextual targeting. Cover of Golf Digest magazine Magazines such as Golf Digest were once the primary means of reaching enthusiasts. Fast forward to today.
You must promote the new improved version of these golf clubs. This time, you take a few photos, write a punchy headline, and go to Google Ads, where you target keywords and topics for your Display Network campaign. It is also contextual targeting. Philippines Photo Editor Google Ads and most digital ad networks offer some form of contextual targeting, often keyword phrases. So what is the difference between contextual targeting and behavioral targeting? Contextual targets an article, video or podcast. And the targeting mechanism is a keyphrase or an entity.
In contrast, behavioral targeting targets each person's private behavior, including past searches, social media activity, or even visits to physical stores. This can include apps someone has installed and used, purchases someone has made, Philippines Photo Editor or personal preferences and opinions shared with a friend in a private message. Bad behaviour Behavioral targeting has made headlines. Many consumers did not understand how they were identified and tracked or how information about them was stored and shared. Privacy advocates screamed.