Contextual Advertising
Targeting ads based on the content being viewed rather than user identity or behavior history
Ads for DeFi protocols appear on DeFi news sites; NFT marketplace ads appear on NFT analytics platforms.
How It Works
Matches ad content to page content based on relevance. Leverages user interest signals from their current browsing context rather than historical behavior.
Search as Context
Search advertising is particularly powerful because it captures intent—users actively searching for "best DEX" or "yield farming strategies" are showing immediate interest.
In Web3
Contextual targeting provides a baseline for reaching interested audiences. However, behavioral onchain targeting typically outperforms pure contextual approaches because it identifies users by proven actions (actual protocol usage, transaction history) rather than inferred interests (content they're reading).
Best Approach
Combine contextual and behavioral targeting. A user viewing DeFi content AND having previous DEX usage history is a higher-quality prospect than either signal alone.