Why Marketers Rely on Contextual Advertising

In 2025, every corner of the digital world is saturated with content. Algorithms shift, cookies crumble, and audiences get savvier by the day. For marketers, that means cutting through the noise is harder than ever, with the question remaining: how do we reach the right people at the right time in a meaningful and sustainable way?

One answer comes in the form of an age-old tactic that’s newly powerful: contextual advertising.

What is Contextual Advertising?

Also known as contextual targeting, contextual advertising is creating and placing ads based on the content of an article or web page instead of the behavior or characteristics of the viewer. Behavioral targeting, which relies on user data like search history, location, and device ID to deliver personalized ads, is, of course, highly effective. But today is unreliable due to privacy concerns and regulatory changes.

Put simply, contextual advertising hinges on the surrounding content, not consumer data. So if your product is a cloud storage solution, your contextual ad might appear alongside an editorial article about cybersecurity or data protection. Not because the reader searched for it last week and was tracked, but because they’re reading about something highly relevant to your offering at that very moment.

In today’s privacy-first world, contextual advertising isn’t just compliant. It’s a smarter, more cost-efficient way to drive engagement, boost recall, and build trust with your audience.

— Rachel Glazier, Director of Product GTM, InformaTech Target.

B2C Bets on Contextual Targeting, Too

Contextual advertising isn’t limited to news articles and niche B2B sites; it’s also front and center within the retail industry and evolving alongside streaming platforms as well. This spring, Marketing Dive reported that Amazon debuted AI-powered contextual ads at its second annual upfront, unveiling “pause ads” on Prime Video that dynamically adapt to what viewers are watching. These AI-driven formats analyze on-screen content like an emotional scene in a show before serving hyper-relevant ads, like a telecom brand sending a message about heartfelt connections during a family-related moment, or a pet care company chiming in during an animal lover’s pick.

Why Does Contextual Advertising Matter in 2025?

With the status of third-party cookies looking shaky at best and data privacy regulations tightening across the globe, advertisers are being pushed to find alternatives that don’t compromise targeting precision. Contextual advertising is as much about performance as it is privacy, and now it’s emerging as one of the most promising strategies in marketing — one that balances relevance, reach, and respect.

“Audiences are more selective about where they provide their data. So, while third-party cookies remain – for now – advertisers should focus on channels where users willingly share their data in exchange for meaningful content,” advises Jane Qin Medeiros, Head of Informa TechTarget’s Brand and Content Group.

“Going directly to publishers not only places your brand in trusted environments but also unlocks contextually relevant placements that consistently outperform industry benchmarks.”

Building trust through transparency and relevance is where the real competitive edge lies.

The Science of Attention: Contextual Targeting and Ad Relevance

A pioneer in media science and leading voice in advertising research, Dr. Karen Nelson-Field has long argued that where and how an ad appears can make or break its effectiveness. In her recent Triple Opportunity of Attention study, she and her colleagues concluded that,

Higher-attention media platforms enable creative to work more effectively, turbocharging business effects, including excess share of voice by up to 65%.

And that isn’t just a theory. Last year, Dr. Nelson-Field partnered with Yahoo and OMG on another study that further uncovered that attention operates within a hierarchy — and that context plays a critical role within that structure.

An unrelated 2021 study from IAS (Integral Ad Science) also found that ad relevance increased memorability up to 40%. And, finally, a 2020 study between the Channel Factory and the University of Southern California’s Applied Consumer Psychology department found that contextually aligned ads drove a 93% increase in brand awareness.

Bottom line? When the surrounding content and digital environment are relevant and engaging, audiences are more likely to notice, remember, and act on your message.

How B2B Brands Can Benefit From Content-Based Targeting

Build Trust and Alignment

When your ad appears next to high-quality, relevant content, your brand benefits from that association. This is particularly valuable in B2B, where decision-makers rely on trusted sources to inform high-stakes purchases.

Prioritize Brand Safety

By controlling the type of content your ads appear next to, you can significantly reduce the risk of showing up alongside misinformation or inappropriate material — a growing concern in a polarized media landscape.

Related Reading: The Dark Side of Content Marketing

Protect User Privacy

Contextual advertising doesn’t rely on personal data or user tracking. That makes it inherently privacy-safe — and far easier to implement in a world without third-party cookies.

Stay Within Budget

Without the need for expensive data infrastructure and legal oversight, contextual ads can be much more affordable and easier to manage than behavior-based targeting alternatives.

Boost Engagement

When users are actively consuming related content, they’re more open to relevant solutions. Contextual targeting catches them in a ready-to-buy “consumption mindset,” increasing the chances of action or conversion.

Launch a Successful Contextual Advertising Campaign in 5 Steps

1. Conduct Thorough Contextual Keyword Research + Content Analysis

Start by identifying the topics, phrases, and themes that align with your offerings. These may include:

Industry-specific terms (e.g., “edge computing” for a cloud services firm)
Pain points your product addresses (e.g., “data breach” for a cybersecurity company)
Complementary technologies or trends

Pro Tip: Use keyword tools, analytics, and audience insights to understand what content your targets are reading and what kind of language resonates with them.

2. Define Target Contexts + Content Categories

Next, decide where you want your ads to appear. For B2B brands, this often means targeting articles and environments within niche trade publications. A SaaS product might focus on placements within tech strategy, digital transformation, or IT security content. Whatever your offer might be, select the content categories or site verticals that are most relevant to your brand and plan accordingly.

Pro Tip: This is where niche publishers come in handy, giving your message the right context and audience in one move. At Informa TechTarget, we offer a wide portfolio of highly respected, subject-matter-specific sites that reach deeply engaged B2B audiences — from CIOs to game developers, customer experience execs, cybersecurity professionals, and far beyond.

3. Craft Relevant Advertising Creative

Once you’ve defined your placement strategy, adapt your creative to fit the context by tailoring your visuals and messaging to the content around it. If your ad is showing up on a page about AI trends, your headline and imagery should reflect that reality and emphasize their relevance.

Pro Tip: Avoid reusing the same banner ad and generic copy across placements so your audience knows you’re paying attention. A/B testing your creatives can help you refine performance and tailor your approach by vertical or channel.

4. Choose the Right Contextual Advertising Platforms

Prioritize media partners and programmatic platforms that:

Serve your specific audience or vertical
Integrate with your existing analytics or CRM tools
Offer transparency in placements, so you’ll know exactly where your ads appear and what content they’re paired with

Pro Tip: Platforms that specialize in niche B2B environments often deliver higher attention and more qualified leads, especially when combined with lead-generation campaigns or sponsored content.

5. Establish Campaign Parameters + Measurement Framework

Contextual ads can be powerful for both awareness and demand gen, but success depends on knowing what you’re trying to achieve. Establish tracking parameters upfront — whether impressions, clicks, site time, or conversions — and compare performance against behavioral or retargeting benchmarks.

Pro Tip: While click-through rates are important, don’t forget to measure qualitative impact like brand lift, recall, and trust indicators to see the difference contextual advertising can make.