The idea is similar to placing a print ad in a magazine with the same niche. With contextual targeting, users will see ads relevant to the content of the site they’re currently on. For example, if you’re a travel agent and a user is looking into a travel website, you can have your offers/ads displayed on that website. Showing relevant ads to users can prevent a disruptive user experience, resulting in more positive feedback.
Unlike behavioral targeting, where ads are placed based on the user’s online behavior, contextual targeting uses the site’s keywords and content to display ads.