Contextual advertising is a form of targeted advertising. Also known as context advertising or content advertising, it is an advertising technique whereby ads are sent to people who have shown interest in a particular topic. How does this happen, you ask? Usually, when a person visits a website, bots scan the site for keywords and then return ads based on those keywords. The ads are often in the form of banners and pop-ups.
Chances are rather high that you have yourself seen a number of contextual ads. A great example of context ads is when you are searching for various recipes on the internet, and an ad about a set of crockery that can be used to prepare your meal is posted that very moment. Or perhaps you are on a site comparing various car models and an ad prompting you to purchase a particular model appears on the page.
Contextual advertising is an extremely efficient advertisement strategy. However, it also takes a lot of work and can get rather complicated. This is why the creation of a contextual advertising campaign is a job best left to the experts.