Brands seeking to generate the maximum attention for online ads may benefit from using contextual targeting at the level of individual creative executions, according to a study.

Why it matters

Contextual advertising is seeing renewed interest as tracking cookies are being faded out. Understanding the exact content categories - for example, lifestyle websites, automotive hubs or entertainment platforms - which deliver the strongest results in terms of attention at the granular level can help ensure that every piece of creative is achieving the best possible impact.

The findings

• Playground xyz, the marketing technology company, studied 683 pieces of creative from...