However, many users reject this, which prevents an analysis of surfing behavior

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As a result, you can reduce your advertising costs because fewer ads have to be displayed. Content targeting In contrast to other targeting methods such as behavioral targeting, content targeting does not require visitor data to analyze the appropriate advertising space. Due to the regulations of the GDPR (General Data Protection Regulation), visitors to a website must agree to the use of cookies .  and an evaluation of user data. This problem is eliminated with content targeting, as the placement of advertisements is based solely on the content of a website.


So with content targeting you can: achieve greater attention and counteract banner blindness, increase the awareness of your brand in the right target group environment, achieve a better click-through rate (CTR), Reduce your advertising costs per ad impression (CPMs), and Phone Number reduce your costs per order (CPOs). The disadvantages of content targeting As you have already learned, analyzing the appropriate content for advertisements is a complex process and depends heavily on the text quality of a website. The topic of a website must be clearly recognizable to the ad servers using its keywords and their semantic connection. If this is not the case, meaningless advertising may occur .





This danger exists especially with keywords that have multiple meanings. For example, banner advertising for a bench can incorrectly end up on the website of a credit institution (bank). Things also become more complicated when several topics are covered on a website at the same time. An example: A blog article with hair care tips describes the daily care routine and at the same time gives nutritional advice for healthy hair. Which context should be advertised? The ad server could advertise certain hair care products on this page, but could also advertise a seminar about healthy eating or nutritional supplements. However, this vulnerability also shows how complex content targeting is. A little SEO tip: To counteract this vulnerability, a website's metadata can be helpful. They help the ad server narrow down the context.