Contextual marketing is marketing content or advertisements placed on web pages based on the content of that website. By placing targeted marketing content on a page that is relevant to the product/service being advertised, you increase the likelihood of engagement.
For example, if you sell golf clubs, you’ll want to place your marketing content on news articles related to golf. You could even go one step further by ensuring you appear on news articles about golf clubs (such as which clubs were used by the winner of that week’s tournament).
As Google phases out third-party cookies, contextual marketing will become an even more important tool for digital marketers.