How Does Contextual Targeting Work?

Contextual partners like Grapeshot and Peer39 offer a pure contextual targeting approach that determines a category by analyzing all of the words on the page.

While many advertisers are making use of behavioral first and third-party data, contextual keyword targeting is another powerful strategy that can help them match their ads to the best consumers based on the actual words on a website at a much lower cost than search advertising

Keyword targeting is based on the words on a page. It is a contextual targeting approach. Basis DSP offers keyword targeting through our data partners Peer39 and Grapeshot. These partners scan the contents of a page and identify if the desired keywords are found. There is a CPM fee for data usage.