{"id":301867,"date":"2021-09-16T18:08:27","date_gmt":"2021-09-16T18:08:27","guid":{"rendered":"https:\/\/integralads.com\/insider\/research-on-contextual-targeting\/"},"modified":"2023-07-27T05:16:44","modified_gmt":"2023-07-27T05:16:44","slug":"research-on-contextual-targeting","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/research-on-contextual-targeting\/","title":{"rendered":"The Context Effect, research on contextual targeting"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Faced with increasing privacy regulations and eventual cookie deprecation, industry eyes are looking toward contextual targeting. IAS research has demonstrated that when asked, consumers actually <strong>prefer<\/strong> contextually relevant ads.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But what role does contextual matching play in the advertising experience\u2026 and how do consumers&#8217; brains respond?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"http:\/\/stagingias.wpengine.com\/uk\/solutions\/contextual-targeting\/\" target=\"_blank\" rel=\"noreferrer noopener\">IAS<\/a> teamed up with <a href=\"https:\/\/www.neuro-insight.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Neuro-Insight<\/a> once again to evaluate how likely consumers are to remember contextually matched ads. Leveraging advanced neurotechnology, IAS measured activity in the memory centers of participants&#8217; brains to understand the impact of contextual matching and how to pair advertising messages with content for optimal response.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our research found that not only do contextually relevant ads&nbsp;improve consumer perception but also that <strong>73% of consumers find them more appealing.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Learn more about the impacts of contextual matching in The Context Effect study.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Faced with increasing privacy regulations and eventual cookie deprecation, industry eyes are looking toward contextual targeting. IAS research has demonstrated that when asked, consumers actually prefer contextually relevant ads.&nbsp; But what role does contextual matching play in the advertising experience\u2026&#8230;<\/p>\n","protected":false},"author":22,"featured_media":301869,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[285,272],"tags":[],"class_list":["post-301867","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contextual-targeting-uk","category-research-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Context Effect, research on contextual targeting - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"IAS and Neuro-Insight evaluate the impact of contextual targeting and how likely consumers are to remember contextually matched ads.\" \/>\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\/uk\/insider\/research-on-contextual-targeting\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Context Effect, research on contextual targeting\" \/>\n<meta property=\"og:description\" content=\"IAS and Neuro-Insight evaluate the impact of contextual targeting and how likely consumers are to remember contextually matched ads.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/research-on-contextual-targeting\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-09-16T18:08:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-27T05:16:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/The-Context-Effect.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\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\\\/uk\\\/insider\\\/research-on-contextual-targeting\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/research-on-contextual-targeting\\\/\"},\"author\":{\"name\":\"IAS Marketing\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/7385283b34c18807943c65833f585b49\"},\"headline\":\"The Context Effect, research on contextual targeting\",\"datePublished\":\"2021-09-16T18:08:27+00:00\",\"dateModified\":\"2023-07-27T05:16:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/research-on-contextual-targeting\\\/\"},\"wordCount\":140,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/research-on-contextual-targeting\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/07\\\/The-Context-Effect.jpg\",\"articleSection\":[\"Contextual Targeting\",\"Research\"],\"inLanguage\":\"en-gb\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/research-on-contextual-targeting\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/research-on-contextual-targeting\\\/\",\"name\":\"The Context Effect, research on contextual targeting - 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