{"id":296058,"date":"2020-08-27T04:00:00","date_gmt":"2020-08-27T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/contextual-advertising-research\/"},"modified":"2025-05-19T13:20:58","modified_gmt":"2025-05-19T13:20:58","slug":"contextual-advertising-research","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/","title":{"rendered":"IAS explores the power of context on consumer perception"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"font-weight: 400;\">Imagine reading an article about saving and investing, then noticing an ad for an expensive car. Or making a reservation for a fancy restaurant and seeing an advertisement for financial services. You might think those ads aren&#8217;t right for you, since they&#8217;re not related to the content you&#8217;re interested in. And you&#8217;re not alone: in The Power of Context, IAS found that 70% of consumers think contextual advertising relevance \u2014 whether an ad is relevant to the content on the page \u2014 is at least somewhat important.\u00a0<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span style=\"font-weight: 400;\">The digital advertising landscape is shifting, and one thing has been made clear: <\/span><b>context matters<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Historically, IAS research has shown consumer perception of ads and brands is influenced by the <\/span><i><span style=\"font-weight: 400;\">quality<\/span><\/i><span style=\"font-weight: 400;\"> of an environment. With advancements in machine learning and AI, content evaluation now provides insight into the <\/span><i><span style=\"font-weight: 400;\">sentiment<\/span><\/i><span style=\"font-weight: 400;\"> conveyed by a given page. <\/span><b>So how does <\/b><b><i>sentiment<\/i><\/b><b> influence consumers and their perception of a brand?\u00a0<\/b><\/p>\n<p>Download <a href=\"#form\">The Power of Context<\/a> to learn how context and sentiment inform consumer perception.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Imagine reading an article about saving and investing, then noticing an ad for an expensive car. Or making a reservation for a fancy restaurant and seeing an advertisement for financial services. You might think those ads aren&#8217;t right for you,&#8230;<\/p>\n","protected":false},"author":22,"featured_media":296059,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[223,221],"tags":[],"class_list":["post-296058","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-apac","category-topics-apac"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>IAS explores the power of context on consumer perception - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"In The Power of Context, IAS explores how contextual advertising relevance and page sentiment inform consumer perception of ads and associated brands.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IAS explores the power of context on consumer perception\" \/>\n<meta property=\"og:description\" content=\"In The Power of Context, IAS explores how contextual advertising relevance and page sentiment inform consumer perception of ads and associated brands.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-08-27T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-19T13:20:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/insider-image-template-Recovered-01-2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"478\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"IAS Marketing\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS Marketing\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/contextual-advertising-research\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/contextual-advertising-research\\\/\"},\"author\":{\"name\":\"IAS Marketing\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/7385283b34c18807943c65833f585b49\"},\"headline\":\"IAS explores the power of context on consumer perception\",\"datePublished\":\"2020-08-27T04:00:00+00:00\",\"dateModified\":\"2025-05-19T13:20:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/contextual-advertising-research\\\/\"},\"wordCount\":177,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/contextual-advertising-research\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/insider-image-template-Recovered-01-2.png\",\"articleSection\":[\"Brand Safety &amp; Suitability\",\"Topics\"],\"inLanguage\":\"en-APAC\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/contextual-advertising-research\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/contextual-advertising-research\\\/\",\"name\":\"IAS explores the power of context on consumer perception - 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