{"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

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<\/strong> contextually relevant ads. <\/p>\n\n\n\n

But what role does contextual matching play in the advertising experience\u2026 and how do consumers’ brains respond? <\/p>\n\n\n\n

IAS<\/a> teamed up with 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’ brains to understand the impact of contextual matching and how to pair advertising messages with content for optimal response.<\/p>\n\n\n\n

Our research found that not only do contextually relevant ads improve consumer perception but also that 73% of consumers find them more appealing.<\/strong><\/p>\n\n\n\n

Learn more about the impacts of contextual matching in The Context Effect study.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

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.  But what role does contextual matching play in the advertising experience\u2026…<\/p>\n","protected":false},"author":1,"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":"\nThe 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 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\/uk\/insider\/research-on-contextual-targeting\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/research-on-contextual-targeting\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"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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