Contextual advertising is a form of advertising that targets users based on the content they are currently viewing.
Ads are served automatically to match the context of the website or app the person is using. For example, if they are using a fitness app, they might be served an ad for running shoes or other sporting apparel.
To determine context as accurately as possible, contextual advertising goes beyond the app or website topic. It also leverages signals like Wi-Fi data, app metadata, location, and device specifics.
Contextual advertising is completely privacy-compliant, so it gained additional popularity amidst the introduction of ATT and other privacy changes. Learn more by reading our in-depth guide on mobile contextual ads.