Documentation
Learn how ad:personam's contextual targeting segments place your ads next to relevant content — without relying on cookies. Explore categories, CPM pricing, and coverage
Contextual targeting places your ads alongside content that is relevant to your message — rather than tracking individual users. This privacy-friendly approach analyses the page content in real time and matches your ad to topics, themes, and keywords that align with your campaign goals.
No cookies are required — making contextual targeting an effective strategy as the industry continues to move towards privacy-first advertising.
How Contextual Targeting Works
Instead of building a profile of who the user is, contextual targeting focuses on what the user is currently reading or watching. When a page loads, the content is analysed in real time and classified into topic categories. If the page matches one of your selected contextual segments, ad:personam bids on the impression.
This means your ad appears in an environment that is naturally relevant to your product or service — increasing the likelihood of engagement without relying on personal data.
Geographic Coverage
Contextual segments are available across three regions — EMEA, APAC, and the US.
EMEA
| Country | Code | Segments |
|---|---|---|
| United Kingdom | GB | 289 |
| Germany | DE | 279 |
| Spain | ES | 70 |
| Italy | IT | 61 |
APAC
| Country | Code | Segments |
|---|---|---|
| Australia | AU | 66 |
| New Zealand | NZ | 12 |
US
| Country | Code | Segments |
|---|---|---|
| United States | US | 102 |
A key advantage of contextual segments is their multilingual capability. By selecting the target country, the system automatically aligns the segment to match content in the local language — no additional language settings are required.
Available Categories
Contextual segments are organised into the following topic categories:
- Arts & Entertainment — music, film, TV, cultural events, concerts and festivals
- Autos & Vehicles — automotive industry, car reviews, electric vehicles
- Beauty & Personal Care — skincare, cosmetics, grooming
- Business & Industry — corporate news, markets, entrepreneurship
- Environment & Sustainability — green living, climate, renewable energy
- Fashion & Beauty — fashion trends, jewellery, accessories
- Finance — banking, investments, retirement planning, insurance
- Food & Drink — recipes, dining, food industry
- Health & Wellness — fitness, nutrition, mental health, medical topics
- Holidays & Festivities — seasonal events, gift guides, celebrations
- Home & Living — home improvement, décor, real estate
- Jobs & Education — career advice, university, professional development
- Sports — team sports, fitness, outdoor recreation
- Technology & Computing — gadgets, software, AI, digital innovation
- Travel — destinations, hospitality, adventure, travel planning
Benefits of Contextual Targeting
Privacy Compliance
Contextual targeting does not rely on cookies or personal user data. This makes it fully compatible with GDPR, ePrivacy, and other privacy regulations — while also future-proofing your campaigns against ongoing cookie deprecation.
Content Relevance
Ads appear alongside content the user is actively consuming. A travel ad shown on a travel article, or a finance ad on a retirement planning page, feels natural and non-intrusive — driving higher engagement.
Multilingual Reach
Contextual segments automatically adapt to the language of the target country. Selecting "Germany" ensures your ads match German-language content without manual translation or keyword configuration.
Works Across All Campaign Types
Contextual segments are available for Display, Video, CTV, and In-App campaigns within ad:personam. They are particularly effective for Video and CTV, where cookie-based audience data is often limited.
When to Use Contextual Targeting
- Cookie-restricted environments — Safari, Firefox, and mobile-app environments where third-party cookies are blocked.
- Brand alignment — place ads in content environments that reinforce your brand message.
- Prospecting — reach new users in relevant moments, without needing existing audience data.
- Layered strategies — combine contextual segments with Audience Targeting or IAB Audience Targeting for maximum precision and reach.
Related Articles
- Audience Targeting — cookie-based audience segments for user-level targeting
- IAB Audience Targeting — cookieless audience segments based on household data
- Targeting — Audience Segments — step-by-step guide to selecting segments during campaign setup