Contextual Targeting

Contextual targeting selectively serves ads, based on a user’s identity and habits, in apps and on web pages with specific types of content. Some of the things you can do with contextual targeting include:

  • Scan the text on a website for keywords, then serve ads based on those keywords and a user’s interests.
  • Match certain types of ads with an app’s target audience.
  • Display ads on search results pages based on a user’s search keywords.
  • Serve ads based on the page language or (measured) quality.

The Benefits of Contextual Targeting

Potential benefits of contextually-targeted ads may include the following:

  • Increased ad relevency and value to the user.
  • Improved ad viewability.
  • Greater user interest in and satisfaction with the ad.
  • Ad appearing on “brand safe” sites.

Contextual Types

You can create contextuals using any of the following vendors. See the following articles for details about each vendor’s specific offerings:

Create a New Contextual

Follow the instructions in this section to create a contextual.

To create a contextual:

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


    You see the New Contextual page.

  2. Configure the contextual settings. To configure contextual settings, see the following sections:

Name the Contextual

On the New Contextual page, type or edit the contextual name in the Name field. Give the contextual a name you will remember. For example, you may want to name it according to the vendor and audience.


Select a Vendor and Taxonomy Type

On the New Contextual page, from the Vendor drop-down list, select the vendor whose contextual categories you want to use to build the contextual. Then select a taxonomy type from the Taxonomy Type drop-down list.


Select Contextual Categories

Next, select the contextual categories that you want to use to define the contextual.

To select contextual categories:

  1. Locate the first category or sub-category from the Available Contextual Categories drop-down list. For example, you may want to block your automotive ad from appearing with content related to vehicle disasters.
  1. Click the plus sign next to a category to add the category to the definition.

You see the category in the Definition area on the right.

  1. Repeat steps 1-2 for any additional categories you want to add to the contextual definition.
When you are happy with the contextual definition, you see all of your contextual categories in the Definition area.
  1. To remove a contextual category, click the remove (“-“) button.
  1. When you are finished with your contextual definition, click Save Contextual.


To go back and edit a contextual, on the Contextuals page, select the link for the contextual you want to edit. On the Edit Contextual page, you can change the name, vendor, or taxonomy type, and add or remove categories.


Target the Contextual

You can target contextuals at the line level. For each targeting category, you decide if you want to target or block the contextual category.


DSP constrains how some contextuals are targeted. For example, you can only target DoubleVerify ABS and IAS brand safety contextuals; you cannot block them.


For more details, check out the help page for targeting Contextuals.