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Contextual targeting is having a comeback, and it’s smarter, sharper, and more strategic than ever before. By 2030, annual contextual advertising spend is anticipated to reach $562 billion! As marketers move away from cookie-based targeting and adjust to a privacy-first digital world, contextual advertising is becoming one of the most effective ways to reach engaged audiences.
Unlike the basic contextual keyword targeting of the past, today’s contextual strategies are built on data, machine learning, and deep audience insights. Experian, with Audigent, plays a key role in powering this evolution, enabling marketers to execute contextual campaigns with the precision, performance, and compliance needed for today’s environment.
Let’s talk about how advertisers are reaching audiences in a changing advertising era with smarter contextual targeting.
What is contextual targeting?
Contextual targeting, by definition, is a cost-effective, privacy-safe way to engage audiences based on what they’re reading or watching in the moment without relying on personal identifiers. It places ads on webpages that contain content relevant to your product or service.
Contextual targeting vs. behavioral targeting
The concepts of contextual and behavioral targeting are commonly confused. Both aim to deliver relevant ads, but their methods differ significantly.
Let’s break it down.
Behavioral: Based on online behaviors
Behavioral targeting builds user profiles based on factors like browsing history, clicks, and purchases, tracking users across platforms using cookies and device IDs. For example, if someone researches new SUVs on multiple sites, they might see car-related ads long after they’ve stopped actively looking.
While 68% of consumers say they’re concerned about how their data is used in advertising, marketers have the opportunity to build trust through better targeting with Experian. We help brands meet rising consumer expectations with responsible, privacy-forward behavioral data and targeting options that enable you to reach audiences effectively while aligning with your privacy and control needs.
Contextual: Based on content and environment
Behavioral targeting will continue to play a valuable role in personalized marketing strategies, but contextual targeting is a compelling alternative or complement for strong performance in a privacy-safe, scalable, cost-conscious way.
Contextual targeting focuses on the ad environment. It analyzes the page’s content, such as keywords, tone, and structure, and serves ads that align with that context without personal identifiers or user tracking.
With Experian Marketing Data, you can enhance contextual targeting further by layering in data about who’s likely to be on the page. That combination of content signals and audience intent creates smarter, more privacy-compliant campaigns that perform better.
Innovations in contextual targeting
In its early form, contextual targeting depended on simple keyword matches. While functional, it lacked nuance and often resulted in broad or irrelevant placements.
Today, the approach is far more intelligent. Thanks to AI, machine learning, and natural language processing (NLP), platforms can now assess the full context of a webpage, analyzing tone, sentiment, structure, and content depth to determine the best ad match.
Contextually-Indexed Audiences
Experian’s Contextually-Indexed Audiences take contextual targeting one step further by analyzing traffic from websites and mobile applications to identify the types of frequent visitors to those pages with the power of rich consumer insights. Instead of simply showing up on relevant pages, brands can reach pre-qualified audiences mapped to those environments, combining intent, content, and data-driven strategy in a single solution.
This is where contextual targeting is headed and why it’s no longer just an alternative to behavioral but a strategic advantage in its own right.
A privacy-first future
Even as third-party cookies remain in use, their long-term reliability is uncertain, and the industry continues moving toward solutions that don’t depend on personal identifiers. Laws like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) have led advertisers to rethink how they engage audiences, shifting focus from individual tracking to content and context.
With modern tools, advertisers can use contextual targeting programmatic strategies to reach audiences in privacy-compliant ways that still deliver high performance. Programmatic platforms like demand-side platforms (DSPs) now offer pre-built contextual segments by industry, interest, seasonality, and more.
In a few clicks, marketers can launch campaigns that align with content environments where consumers are already engaged without behavioral tracking. For brands looking to future-proof their media strategies, contextual is one of the few options that checks every box.
Why more marketers are using contextual targeting
Contextual targeting can help you grow your audience, drive web traffic, boost visibility, and increase conversions as data privacy regulations grow stricter worldwide.
Here’s a deeper dive into the benefits of this targeting strategy.
Connect with ready-to-engage audiences
One of contextual targeting’s greatest advantages is the ability to meet consumers exactly where and when they’re most receptive. It places your ads on pages where they naturally add value to the user experience. When someone is actively reading or watching content about a specific topic, they’re already in the right mindset, which makes your ad feel more like a helpful recommendation than an interruption.
For example, if someone is reading a blog post comparing hiking backpacks, they’re far more likely to engage with an ad for outdoor apparel or trail shoes than one for an unrelated product like kitchenware.
Drive sales and revenue while lowering costs
Another draw of contextual targeting is its affordability for brands with limited budgets. It doesn’t require third-party data, identity graphs, or tracking infrastructure, so it’s easier on your media budget.
By aligning ads with page context, brands can also see real business results, such as:
- Lower cost per thousand impressions (CPM): Since contextual ads are served based on the content of the page rather than user profiles, they often have a lower price tag — especially in verticals where access to behavioral segments may be more competitive.
- Reduced cost-per-acquisition (CPA): More relevant impressions mean fewer wasted clicks and better ROI.
- Lower cost-per-click (CPC): On networks like Google Display, CPCs for contextually targeted ads can be as low as $0.45, especially in e-commerce and consumer goods sectors.
- Higher conversion rates: Ads placed in relevant environments outperform generic placements, which increases the likelihood of action and conversion.
- Higher lifetime customer value (LTV): Users who arrive at your site from contextually aligned ads are more likely to convert and become repeat customers, driving long-term revenue.
Quick and easy setup, built to perform
Contextual campaigns can also be launched quickly,often within a day, and produce immediate results.
One powerful option is Experian’s Contextually-Indexed Audiences, which combines real-time analysis from over two million websites with access to more than 1,400 trusted audience segments. Available through top demand-side platforms’ contextual marketplaces and Audigent private marketplaces (PMPs), this solution offers a scalable way to reach high-intent consumers without cookies or IDs.
Getting started is simple. With a few inputs like relevant topics, keywords, or content categories, you can activate ads in environments where your audience is already engaged. And the best part? The ease and speed to launch doesn’t mean you’re sacrificing results. Because your ads show up alongside content your audience is already interested in, they feel timely and relevant, which leads to more clicks, stronger engagement, and better overall performance.
Personalized experience based on known interest
Consumers crave personalization. In fact, Deloitte conducted a 2024 study that found 80% of consumers want personalized brand experiences and spend 50% more with the ones that do. Contextual targeting meets that expectation by delivering relevance in the moment without tracking users’ online behavior.
Experian’s Contextually-Indexed Audiences use contextual cues across the web to find common sets of audiences and identify where high-intent audience segments tend to show up. This helps advertisers deliver relevant, privacy-safe messaging to consumers who are more likely to engage, thereby building trust, capturing attention, and increasing performance while respecting user privacy.
Brand safety
Contextual targeting even helps brands avoid reputational pitfalls. With the help of AI and NLP, today’s contextual tools can assess what a page says and how it says it. That means you’re not just protecting user privacy but also your brand by ensuring your ads appear in relevant, trustworthy environments that reflect your values.
Contextual targeting examples
Contextual targeting works across nearly every industry, helping brands connect with audiences based on the content they’re consuming in the moment.
Here are a few examples of this in action across verticals.
Contextual targeting for automotive buyers
Most car buyers don’t just walk onto the lot. They arrive informed, having begun their journey online, researching makes, models, financing options, trade-in values, and credit requirements. It’s during this discovery phase that contextual targeting shines.
Advertisers in the automotive space can serve ads alongside car reviews, dealership comparisons, or articles about electric vehicle tax credits, connecting with shoppers actively gathering information and signaling strong purchase intent. When your ad appears in the middle of that research journey, it feels like the next logical step.
Contextual targeting also helps local dealerships and national brands stay top of mind during key decision-making moments without relying on third-party cookies.
Contextual targeting for first-time parents
New parents are one of the most information-hungry audiences online. From sleep training and stroller reviews to feeding schedules and baby-proofing tips, they consume a massive amount of content across various topics.
That content provides a rich canvas for contextual targeting. Brands selling baby gear, wellness products, insurance plans, or parenting services can place ads on relevant articles and forums, connecting with parents when they’re researching their options and making purchase decisions.
Contextual targeting for political campaigns
Contextual targeting helps political advertisers connect with voters in relevant, mission-aligned environments. In a time when misinformation and divisiveness can influence public perception, maintaining this control is more critical than ever.
With contextual targeting, campaigns can place their ads alongside trustworthy, high-quality content that addresses issues relevant to their supporters, whether it’s local policy, national news, or editorial commentary aligned with their platform. Advertisers can also avoid content that may contradict their message or brand values.
The future of contextual targeting
While Google no longer plans to fully deprecate third-party cookies, the industry has already moved forward. Most marketers have invested in cookieless solutions, and that momentum isn’t slowing down.
As contextual targeting becomes even more essential to future-proofing media strategies, its effectiveness depends on the quality and responsibility of the data behind it. That’s where Experian leads the way.
Experian Marketing Data as the foundation
At the core of Experian’s contextual targeting capabilities is Experian Marketing Data: a rich, privacy-compliant data set built from verified offline sources. This foundational data powers everything we do and fuels the full suite of Experian’s audience and targeting solutions.
Marketing Attributes and Audiences
One of the key products built from this data is Marketing Attributes, which transforms raw information into detailed, privacy-safe variables like lifestyle preferences, financial behaviors, and media habits. These attributes form the building blocks of Experian Audience solutions, allowing you to create highly specific segments tailored to your goals.
When applied to contextual targeting, these segments help you align your messaging with the types of content your ideal audiences are consuming in real time. We’ll help you activate contextually relevant campaigns using real audience insight to place the right message in the proper environment at the ideal moment.
Contextually-Indexed Audiences
Powered by Experian Marketing Data, Contextually-Indexed Audiences brings a new level of precision to contextual targeting. By analyzing traffic from over two million websites and apps, we offer access to 1,400 audience segments (like luxury shoppers or frequent travelers) that are most likely to visit specific content.
This lets you place your message in environments where your target customers already are, combining contextual relevance with data-driven intent. It’s a smarter, privacy-safe way to reach the right people without relying on cookies or user tracking.
You can activate these audiences instantly through the top demand-side platform’s contextual marketplace or partner with Audigent to create a custom PMP. A PMP offers more control and flexibility and allows you to enhance campaign performance with additional performance optimization capabilities and activation across any media-buying platforms.
Experian collaboration with Audigent and Peer39
Experian and Audigent partner to deliver SmartPMPs, or private marketplace deals that give advertisers access to premium inventory and privacy-first data activation in one streamlined solution.
What makes this partnership unique is Audigent’s supply-side integration. Instead of only running audience segments through the DSP, SmartPMPs pair Experian’s high-performing audiences with curated inventory from thousands of publishers, all accessible through a single deal ID.
This supply-side approach unlocks:
- Better reach across CTV, display, video, and more
- Stronger performance through real-time supply optimizations
- Personalized campaigns that don’t rely on cookies or user-level identifiers
We’ve also partnered with Peer39 and Audigent to expand contextual targeting capabilities further. These partnerships make it possible to match Experian syndicated audience segments, including geo-indexed and behavioral data, to contextual signals in real time.
Advertisers can now run fully cookieless campaigns with exceptional scale and performance by indexing Experian Marketing Data through our identity graph and activating through platforms like Audigent’s Hadron ID or Peer39’s integrations.
In one beta test with Audigent, a major national advertiser used this solution to run a 15-day campaign that exceeded CTR benchmarks by 25% with no cookies or IDs.
Talk to an Experian team member today
The future of digital advertising is about trust as much as performance.
Turn to Experian for help reaching your audience in the right environments using ethically sourced, privacy-first data. We help brands run scalable, contextually aligned campaigns built for today’s privacy landscape and tomorrow’s performance goals.
With tools like Marketing Attributes, Contextually-Indexed Audiences, and Audigent PMPs, we make it possible to connect meaningfully without crossing privacy boundaries. Let’s talk about how we can help you lead the way.
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Without identity resolution, that’s not possible. But with it, we’re changing the narrative – making TV a hospitable place for deploying first-party data and driving outcomes.\”Mike Brooks 2. Build trust through responsible data practices Consumer trust begins with responsible data practices that prioritize transparency and privacy. Deterministic match rates ensure accuracy by connecting data points with confidence, while clear methodologies provide visibility into how data is used. These practices improve overall campaign performance and protect consumer privacy by ensuring that every interaction is respectful. How Experian helps Experian’s privacy-first approach ensures that all data activation occurs with compliance and consent. By maintaining high match rates and adhering to transparent methodologies, Experian helps build trust and strengthen long-term connections with audiences. \”If people don\’t take any precautions and they don\’t actually care about data in the public, they probably don\’t care about it in private. Experian cares about data privacy and compliance, and that made it a no-brainer for us to work with them. When we combined our focus on privacy with Experian’s expertise, we knew we had to do it right – and we did.\”Henry Olawoye 3. Expand reach while maintaining high match rates Having more data points to identify individuals leads to higher match rates and broader reach. Enriching records with additional identifiers, like hashed emails, MAIDs, and CTV IDs, makes it easier to connect data across channels and create a unified view of each person. This approach ensures that campaigns can scale effectively while maintaining the accuracy needed to deliver personalized experiences. 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Learn more Why omnichannel is no longer optional Omnichannel marketing has long been a goal, but recent shifts in media and technology now make it a necessity. According to Forrester, 21% of global B2C business and tech professionals identified enhancing omnichannel or cross-channel customer experiences as a top priority for their organization today. Connected TV (CTV) and commerce media networks are emerging as dominant channels, necessitating the coordination of messaging across an expanding ecosystem of streaming, programmatic display, and commerce-driven environments in addition to the multitude of other addressable (and non-addressable) channels. Fortunately, identity solutions continue to evolve, enabling marketers to maintain audience addressability in digital channels even as traditional signals decline and privacy regulations intensify. Consumers expect this kind of cohesion. They don’t see “channels\” – they just see a brand. A member of your loyalty program might browse a product online, see the exact item later on their socials, and then receive an email offer. If those messages feel disconnected or out of sync, this will not be a good customer experience, and a brand risks wasting impressions and losing conversions. Omnichannel isn’t about showing up in more places. It’s about showing up with a consistent message. The opportunities inherent in true omnichannel execution Despite the industry’s movement toward omnichannel marketing strategies, there are a few untapped opportunities brands would benefit from pursuing. Break down planning silos to optimize performance Many marketers still plan and measure media in silos: programmatic display, CTV, commerce media, search, social, email, SMS, and each might have their own budgets, strategies, and KPIs. This disjointed approach leads to inconsistent messaging, inefficient spend, and overexposure or underexposure to key audiences. The opportunity? Shift toward integrated media planning and measurement. By aligning teams and KPIs across channels, marketers can optimize frequency, coordinate creative sequencing, and better attribute business outcomes. Breaking down internal silos improves the customer experience and drives more effective performance. With two-thirds of North American CMOs naming siloed data as their biggest obstacle, those who solve it stand to gain a clear advantage. Encourage interoperability to activate audiences consistently Omnichannel success depends on defining an audience once and reaching them everywhere. But in today’s ecosystem, where walled gardens control inventory and many tools remain disjointed, this is easier said than done. Just under a third of marketers say the tools they use don’t work well together. The opportunity? Invest in interoperable systems that give you control over your data and privacy-safe solutions like clean rooms or universal IDs that enable consistent audience activation across platforms. Advocate for a unified identity framework Audience data remains fragmented: commerce media networks control shopper data, TV platforms hold viewership data, and walled gardens provide limited data transparency and determine which data they will share, making it difficult to recognize, reach, and follow the customer journey across digital touchpoints. Without a unified view, campaigns remain disconnected and cross-channel attribution is difficult. The opportunity? Advocate for a centralized, privacy-conscious identity framework that bridges fragmented data sources. This would allow marketers to recognize consumers across platforms and deliver cohesive messaging. Marketers need solutions that enable connected audience activation while respecting privacy requirements and platform-specific constraints. Without this, omnichannel remains an aspiration rather than a reality. Data and identity: The tools you need in your toolkit to make omnichannel work Implementing omnichannel right starts with establishing identity. Brands need a foundation that lets them connect the dots: across data, platforms and channels. Here’s how: Build a unified identity foundation “A single view of the customer is the foundation of a successful omnichannel program,” says Forrester in a December 2023 report on omnichannel. This begins by connecting disparate data sources, including persistent offline information, such as addresses, emails, names, and phone numbers, with digital signals, in a privacy compliant way. And this, in turn, creates a strong identity foundation. Solutions that integrate hashed email addresses (HEMs), mobile ad IDs (MAIDs), IP addresses, CTV IDs, and universal IDs enable brands to resolve customer identities across different platforms, ensuring that campaigns remain addressable as users transition between channels. Activate audiences everywhere, without the hassle Brands should be able to define an audience once and activate it across all addressable channels without unnecessary complexity. Interoperability between demand-side platforms (DSPs), supply-side platforms (SSPs), clean rooms, and private marketplaces (PMPs) ensures that high-quality audiences are matched with premium inventory in a targeted, transparent, and efficient manner. This connectivity helps maintain consistent audience targeting—even as consumers engage in different environments. 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