About Grapeshot Contextuals

You can create custom Grapeshot contextual segments using multiple keywords and phrases that meet your targeting needs and brand safety objectives. You can then target those segments in line targeting using either “target” or “block” logic.


To access Grapeshot contextuals, enable them at the seat level using the Vendor Store. See Vendor Store.

Grapeshot supports the following types of contextual targeting:

Topic Description
Brand Safety Categories to avoid (such as adult content, crime, or obscenity) and safe categories (such as webmail, or pages that aren’t distasteful or offensive).
Contextual Categories you can target or block depending on your goals, such as Automotive (hybrid cars, electric cars, alternative fuels).
Custom Contextual Weighted categories (Exact Match, Boost Up, Required, or Avoid) based on keywords. As a best practice, use 200 keywords or fewer. For more information, see Custom Contextual Categories.
Custom Predicts Seed segments that Grapeshot stores, clones, and continuously updates with new keywords. You can request access to your updated segment in the Grapeshot UI. Note: it’s best to start with 200 or fewer keywords.
Interest Categories that cover a wide variety of interests, such as food, health, and finance.
Language Pages in a specific language.
Reach General categories (such as Automotive or Business) that contain many related sub-segments.
Standard Predicts A predefined list of 150+ segments that reach specific audiences interested in things like women’s heath, rugby, parents with small children, vacations, etc.

Brand Safety Contextuals

Use Grapeshot Brand Safety contextuals to block ads from running on sites associated with the following categories:

  • Adult (including adult content, pornography, sexually explicit material)
  • Arms (including arms, guns, weapons)
  • Crime (including crime, violence)
  • Death & Injury (including death, injury, accidents, disasters)
  • Download (including torrenting, illegal downloading, peer-to-peer sharing)
  • Drugs (including illegal drugs)
  • Hatespeech (including hatespeech, racism, racist groups, racist terms)
  • Military (including military, armed forces, weapons, wars, conflicts)
  • Obscenity (including obscene terms, swear words)
  • Terrorism (including terrorists, terrorists groups, terrorist activity)
  • Tobacco (including tobacco products)

You can also use Grapeshot Brand Safety to target the following categories:

  • Pages not categorized as distasteful or offensive
  • Pages classified as webmail and brand safe

Contextual Categories

Grapeshot contextual categories include various categories, such as the automotive industry, health and wellness.

When you use Grapeshot Contextual Categories, it’s best to build one segment for targeting, and a separate segment that includes categories you want to block.

If you want to target all related segments in a specific category, consider using Reach Contextuals.

Custom Contextual Categories

You can use Grapeshot to create your own custom contextual categories (available at the advertiser level) using custom keywords and phrases. Grapeshot custom contextual categories are based on a combination of keyword settings you can either target or block in line targeting.

To create custom contextual categories:

  1. On the Contextuals page, click the New Contextuals button.


    You see the New Contextual page.

  2. Name the custom category.

  3. Choose Grapeshot as the vendor and Custom as the Taxonomy Type.

  4. Click the New button to create a new segment.

  5. Specify the Grapeshot name and language for the custom segment. Use only lowercase letters or numbers and no spaces.

  6. Enter one or more keywords to include in the category. As a best practice, use 200 keywords or fewer.


    You can also upload a list of keywords (in .csv format), either by dragging the file onto the drop zone or clicking Choose file.

  7. Select one or more constraints for each keyword from the drop-down list on the right.


When you build the segment, you can apply different constraints to each keyword to determine if a web page is contained in the segment.

Constraint Description
Avoid The segment excludes pages that contain this keyword. A segment must include at least one keyword that isn’t an Avoid keyword.
Required The segment includes only pages that contain the required keyword. The required keyword can appear on its own or in combination with other custom keywords on a page. This setting can limit scale.
Default The segment targets pages that include variants of the keyword. For instance, the default word drive will include drove, driving, drives, and driven, etc.
Exact Match The keyword must appear on the page exactly as specified.
Boost Up/Down Increases or decreases the importance of a keyword (on a 1-5 scale) when considering a page for inclusion in the segment, with 1 = lowest and 5 = greatest effect. A counter in the UI indicates when this value has been changed up or down. Similar to applying a multiplier, if a keyword is set to Boost Up/Down, the line will be more or less likely to run on pages containing that keyword.
  1. Click Save Custom Category to make it available for targeting.


Line Targeting Relationship

  Default Avoid Required Exact Boost
Line Targeting: Target Keyword renders impression Keyword does NOT render impression Keyword renders impression Keyword renders impression Keyword renders impression
Line Targeting: Block Keyword does NOT render impression Keyword is ignored (see note below) Keyword does NOT render impression Keyword does NOT render impression Keyword does NOT render impression


If you block a segment with avoided keywords, DSP may or may not serve an impression. Avoided keywords are “ignored.”

Standard Predicts and Custom Predicts

The Grapeshot Standard and Custom Predicts feature is powered by Grapeshot’s dynamic predictive technology that expands keywords to increase reach for advertisers. If you use Custom Predicts segments, you can uncover relevant contexts, discover new audiences, and bid on high-value trending inventory through a real-time, dynamic contextual targeting solution. This feature is customizable based on brand specific requirements.

  • Standard - choose from a predefined list of 150+ Standard Predicts segments to reach curated audiences around women’s heath, rugby, parents with small children, vacations, etc.
  • Custom - the custom predicts creation workflow is identical to the process currently in place for Grapeshot Custom Contextuals. However, Grapeshot stores your segment as a ‘seed’, and then creates a clone in which the keywords dynamically and continuously update. You’ll need to request access to that dynamic segment in the Grapeshot UI.

Interest Contextuals

You can use Grapeshot Interest Contextuals to target general categories of interest. Categories are grouped into a high level list.

Language Contextuals

You can use Grapeshot Language Categories to target or block web pages based on the page language.

When you build a contextual using Grapeshot Language Categories, keep in mind that all selected categories are either targeted or blocked. It’s best to build one contextual for targeting, and another for blocking.

Grapeshot language

Reach Contextuals

Use Grapeshot Reach contextuals to select one category that targets many related groups of contextual segments. When you create a reach contextual, you see the number of segments included.

Grapeshot reach

Use Cases

Use Case #1: Brand Safety

An advertiser wants to block pages that contain negative keywords such as “terrorism” or “bomb” with an emphasis on the latter.

Step 1: Build a custom segment using the following keyword settings.

Keyword Constraint Effect
Terrorism Default Look for pages with Terrorism or one of its variants.
ISIS Default, Exact Match, Boost Up Pages with an exact match of ISIS are returned. Give this constraint extra consideration.
Terrorist attack Default, Boost Up Pages with Terrorist attack or one of its variants are returned. Give this constraint extra consideration.
Bomb Default, Required Pages must include Bomb or one of its variants to be returned in the segment.
Bomb diggity Avoid, Exact Pages that include the exact phrase bomb diggity will not be included.

Step 2: Exclude the above custom segment in line targeting.


Including the above custom segment in this scenario will result in the opposite of the desired outcome.

  • The word “bomb” has to be shown on a page to be matched. For instance, if BBC News has an article about ISIS but the word “bomb” is not found on that page, this page is not crawled.

Use Case #2: Contextual Targeting

An advertiser wants to target “animal lovers” for the release of their new romantic comedy film.

Step 1: Build a custom segment using the following keyword settings.

  • Puppies (Boost Down)
  • Kittens (Boost Down)
  • Pet stores (Default)
  • Flea and tick (Boost Up)
  • Heartworm prevention (Boost Up)
  • Vet clinics (Boost Up)
  • Doggy style (Exact, Avoid)
  • Doggystyle (Exact, Avoid)

Step 2: Include the above custom segment in line targeting.