Definitions
Contextual targeting: A method of reaching relevant audiences by serving advertising either a) adjacent to content that is product and/or brand-relevant or b) adjacent to content customarily consumed by a target audience.
Sentiment targeting: A method of enhancing audience engagement by placing ads adjacent to content whose mood or emotion resonates with a product or brand’s values or ethos.
Where to start
Contextual targeting is making a comeback, as brands use it to find new ways to reach audiences, and publishers use it to communicate the value of their inventory – at a moment when transformation is...