Since the creation of privacy laws to protect the user’s data and restrict third-party cookies, marketers are facing one of their biggest challenges: the lack of tools to create attractive ads. Also, people tend to find advertising annoying because it distracts them from the app or website they are in. So, how can brands make their publicity look organic and generate engagement with potential clients without being intrusive?

If your business is struggling with the same difficulties, contextual advertising may be the solution. Contextual advertising identifies user’s needs and interests by factors of their context such as the content of a webpage, location, or weather. So, if someone is planning a trip to New York and searching for things to do, they may come across ads for Broadway shows or the Metropolitan Museum.

How does contextual advertising work?

As explained before, contextual advertising is presenting publicity on a website that is relevant to the page’s content. This is possible thanks to Artificial Intelligence, which detects and analyses information such as geolocation and text, to choose then exactly where is the best place to show that specific ad.

However, marketing teams sometimes confuse contextual advertising with behavioral advertising. While behavioral advertising shows publicity based on the user’s previous interactions throughout the internet, contextual advertising focuses on what a person is doing or searching at that exact moment.

So, when it comes to thinking about a marketing and publicity strategy, you must always believe in what situation are your potential clients: What are their needs? Where are they right now? In what are they interested? Even though behavioral advertising has its advantages, the user’s previous actions will not help you to understand your customer’s actual context.

Benefits of contextual advertising

As Artificial Intelligence decides where and when ads must appear according to each specific person, contextual advertising requires less data analysis than behavioral publicity. Therefore, its implementation is easier.

A survey from Startpage revealed that 72% of Americans are “very concerned” to “extremely concerned” about their online privacy. So, another advantage of contextual advertising is that it respects the user’s privacy as it collects information without cookies.

Furthermore, context-based ads can help you to raise your brand awareness. While people are consuming content similar to your brand, they can feel attracted to click on your ads and discover what you have to offer them. This also leads to a high level of personalization, one of the most valuable things for customers nowadays.

How to implement contextual advertising?

Eikon Tech, a marketing agency from Numatec’s portfolio, is the right choice if you are looking to implement this kind of strategy. Most of their products and services count on Artificial Intelligence which will make you achieve successful advertising campaigns.

For example, Flashtalking is an ad server that shows publicity based on the customer’s circumstances and context, including weather, date, time of day, language, audience segment, past engagement or browsing activity, and more. In addition, Zeta DPS is a platform focused on studying the performance and brand awareness of a campaign. This is possible thanks to its predictive technology which constantly collects information about what aspects of your ads catch your audience’s attention.


It’s a fact that the rules in the internet world are changing. While privacy is becoming an important issue and cookies tend to disappear, advertisers must find a new way of connecting with users. Contextual advertising will help you increase your sales and build trust with your potential clients and, therefore, raise your engagement with them and gain recognition as a brand.

If you are ready to grow your digital business to the next level, Get In Touch.