{"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":1,"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 v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\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 TEAM\" \/>\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 TEAM\" \/>\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 TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"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\":173,\"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 - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/#primaryimage\"},\"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\",\"datePublished\":\"2020-08-27T04:00:00+00:00\",\"dateModified\":\"2025-05-19T13:20:58+00:00\",\"description\":\"In The Power of Context, IAS explores how contextual advertising relevance and page sentiment inform consumer perception of ads and associated brands.\",\"breadcrumb\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/#breadcrumb\"},\"inLanguage\":\"en-APAC\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-APAC\",\"@id\":\"https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/#primaryimage\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/insider-image-template-Recovered-01-2.png\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/insider-image-template-Recovered-01-2.png\",\"width\":760,\"height\":478},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/integralads.com\/apac\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"IAS explores the power of context on consumer perception\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/integralads.com\/#website\",\"url\":\"https:\/\/integralads.com\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/integralads.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-APAC\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/integralads.com\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\/\/integralads.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-APAC\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/integralads\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\",\"name\":\"IAS TEAM\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-APAC\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"caption\":\"IAS TEAM\"},\"description\":\"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.\",\"sameAs\":[\"https:\/\/integralads.com\"],\"jobTitle\":\"TEST\",\"url\":\"https:\/\/integralads.com\/apac\/insider\/author\/ias2023\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"IAS explores the power of context on consumer perception - Integral Ad Science","description":"In The Power of Context, IAS explores how contextual advertising relevance and page sentiment inform consumer perception of ads and associated brands.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/","og_locale":"en_US","og_type":"article","og_title":"IAS explores the power of context on consumer perception","og_description":"In The Power of Context, IAS explores how contextual advertising relevance and page sentiment inform consumer perception of ads and associated brands.","og_url":"https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/","og_site_name":"Integral Ad Science","article_published_time":"2020-08-27T04:00:00+00:00","article_modified_time":"2025-05-19T13:20:58+00:00","og_image":[{"width":760,"height":478,"url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/insider-image-template-Recovered-01-2.png","type":"image\/png"}],"author":"IAS TEAM","twitter_card":"summary_large_image","twitter_creator":"@integralads","twitter_site":"@integralads","twitter_misc":{"Written by":"IAS TEAM","Est. reading time":"1 minute"},"schema":{"@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 TEAM","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399"},"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":173,"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 - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/#primaryimage"},"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","datePublished":"2020-08-27T04:00:00+00:00","dateModified":"2025-05-19T13:20:58+00:00","description":"In The Power of Context, IAS explores how contextual advertising relevance and page sentiment inform consumer perception of ads and associated brands.","breadcrumb":{"@id":"https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/#breadcrumb"},"inLanguage":"en-APAC","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/"]}]},{"@type":"ImageObject","inLanguage":"en-APAC","@id":"https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/insider-image-template-Recovered-01-2.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/insider-image-template-Recovered-01-2.png","width":760,"height":478},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/apac\/insider\/contextual-advertising-research\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/apac\/"},{"@type":"ListItem","position":2,"name":"IAS explores the power of context on consumer perception"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-APAC"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"en-APAC","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]},{"@type":"Person","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399","name":"IAS TEAM","image":{"@type":"ImageObject","inLanguage":"en-APAC","@id":"https:\/\/integralads.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","caption":"IAS TEAM"},"description":"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.","sameAs":["https:\/\/integralads.com"],"jobTitle":"TEST","url":"https:\/\/integralads.com\/apac\/insider\/author\/ias2023\/"}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/posts\/296058","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/comments?post=296058"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/posts\/296058\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/media\/296059"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/media?parent=296058"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/categories?post=296058"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/tags?post=296058"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}