Contextual advertising is becoming one of the most effective forms of getting a message across on the Internet. Driven by close connections with the subject matter that customers are searching for, contextual advertising can provide an excellent alternative to behavioral targeting systems.

Founder and President of AdMedia, Danny Bibi from Los Angeles, California, shares the top 6 benefits of contextual advertising and how your company can take advantage of them.

1. Respects Customer Privacy

Many customers are alarmed by behavioral targeting. Using behavioral targeting to serve ads online, a personally-identifiable tracking profile is built for each Internet user. Third-party cookies track these users wherever they go, making a note of what they search for and what they ultimately buy. This can lead to what many consumers feel is an invasive ad experience.

Consumers are far less likely to object to contextual targeting because it only focuses on what they are viewing online and their potential interests. Contextual advertising does not allow users to be tracked across multiple sites, and it helps to preserve a user’s perceived ‘privacy’ and cuts down on intrusive ads.

2. Easy to Target

Targeting customers with ads that may pique their interest when using contextual advertising techniques is relatively easy. Keyword and key phrase analysis lead to a list of potentially relevant terms that could help to produce ad results.

Contextual advertising is simple at its heart. It uses a consumer’s current browsing habits rather than their history or activity on other sites. Contextual advertising relies on using in-the-moment information for advertising.

3. Relevant Results

Contextual advertising, like that provided by Danny Bibi of AdMedia, produces relevant results. This allows the ad to target the customer’s information and immediately provide interesting and relevant ads. For example, if a customer is browsing a parenting website, they may be shown ads for diapers or formula. These ad results do not follow the consumer to other sites.

4. Automated Process

While behavioral targeting involves in-depth analysis, contextual advertising companies, like AdMedia, use artificial intelligence. AI systems easily pick through results and serve the right ad at the right time. They only rely on limited human input, and they can be unbiased.

This practice can cut down on labor costs for advertisers, which results in increased efficiency.

5. Compliant with New Conditions

Behavioral targeting relies heavily on third-party cookies. Browsers like Safari and Firefox have already abolished third-party cookies, and Chrome’s end date is rapidly approaching. Using advertising methods that do not depend on browser cookies is one of the most effective methods of communicating a message to the consumer.

One of the biggest reasons to switch to contextual advertising is that behavioral targeting may not be compliant with worldwide privacy laws. GDPR, the European Union’s privacy legislation, mandates that consent be given for all use of tracking cookies and that no personally identifiable information is collected from the consumer. When a company uses contextual advertising, it is simple to comply with this law.

5. Seamless Integration

When using contextual targeting advertising, it is possible to present seamlessly integrated ads into the customer’s search experience. The ads fit in thematically, and they can present helpful suggestions for where the user wants to browse next.

6. Contextual Advertising is Inclusive

Behavioral targeting advertising relies on the concept that you can predict an Internet user’s behavior based on their demographics. Contextual advertising upends this traditional approach and goes back to basics. Rather than generalizing what a user persona will do based on their background, contextual advertising zeroes in on a user’s needs and wants in the moment. It is a good way to disregard the outdated practices of the advertising industry and start on a new path.Creating Contextual Advertising

Contextual advertising, like that created by AdMedia and Danny Bibi, is rapidly moving to replace behavioral advertising as the core advertising technique. As third-party cookies are phased out, and it becomes more difficult for behavioral targeting to take place, more companies will turn to the contextual advertising techniques that AdMedia has already begun implementing.

Having a working understanding of contextual advertising is relatively simple, but there are many fine points that advertisers should know. Danny Bibi of AdMedia encourages all online advertisers to investigate the advantages of contextual methods. Respecting customer privacy while keeping the advertising process simple is one of the best reasons to switch to contextual advertising today.

AdMedia can help your company create a working advertising strategy that leverages contextual information. Without intruding on your customers’ privacy, you can reach new audiences and draw quality customers to your business.