Hence, contextual targeting has emerged as the answer. It merely involves placing ads alongside relevant content. Marketers have the opportunity for more precise targeting by placing ads about things the customer is already actively looking for. Moreover, it also lets them do targeting on a granular level via relevant keywords, video metadata, titles, and descriptions, audio transcripts, and even comments within the content.

The cherry on top, with cookie-based targeting, a user could easily opt-out, but with contextual targeting, a website can share with a marketer what sort of content customers are looking for on their platform.

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