How Contextual Targeting Hits Different
11/25/2025 Laura DeCristofaro
As the digital advertising world gets increasingly complex, it has become more imperative to invest in innovation and embrace Change. If you’re in this space, I’m sure you know that All Too Well. Failing to adapt could seal The Fate of Ophelia in your strategy, so commitment to thoughtful, privacy-forward, actionable solutions is key.
Nothing New (only better)
Contextual targeting has been around for a long time — essentially since the start of advertising — but modern applications bear little resemblance to those from the past. Instead, next-gen contextual targeting must be built on a foundation of flexibility. Driven by AI and similarity score computation, this system uses human descriptions, offering an alternative to strict taxonomies or keyword lists while maintaining high accuracy.
To give a sense of how it works: This post includes the titles of 10 Taylor Swift songs (and now it mentions “Taylor Swift” by name — twice!). While unsophisticated contextual targeting solutions in the market might discover these mentions and categorize this content as music or pop culture, there are advanced targeting platforms that get it right.
For example, Iridio’s contextual targeting platform avoids traditional contextual methods, such as hunting for specific keywords or utilizing category labeling that do not allow for nuance. This enables our solution to consider aspects of the content that would be important when identifying the right placements for ads or the most relevant content for targeting.
So in this case, our contextual targeting solution would understand not only that this is martech content, but that it is also discussing a feature developed by an ad-tech company.
A Delicate balance
This new, advanced approach leverages AI and data science methodologies, like document embeddings, to evaluate and find optimally relevant content from websites across the internet. It allows an advanced targeting platform to rank sites based on relevancy, account for nuance, and utilize better inputs — without sacrificing scale. When paired with other offerings, including robust brand safety methods, an advanced contextual targeting platform is then able to serve ads alongside highly relevant content and deliver to highly receptive audiences.
Click here to learn how Iridio’s advanced targeting will make Sparks Fly.
So, while you could argue that Taylor Swift (that’s three!) could fit into any category, this may not be the most relevant place to advertise concert tickets or headphones. People reading this type of content might be more in the mindset of learning about software solutions (or highly caffeinated beverages).
As the landscape evolves rapidly, having the ability to understand the content of the internet holistically positions a platform well to identify relevant content. Here at Iridio, I’m part of an expert team that has identified how to balance relevance with scale and drive the best possible performance across campaigns. This commitment to holistic content understanding is the key differentiator that allows us to strategically balance relevance with scale for consistent, optimal campaign performance.
End Game
In a time when the advertising industry is facing more challenges as privacy becomes paramount, momentum can be realized by embracing this evolution, leveraging available expertise, and capitalizing on technical capabilities. This culminates in a privacy-forward solution that understands web content like never before.
If you’re like me, then driving impressive results for your campaigns is the number one priority — you might say this is at the top of your Wi$h Li$t. Advanced contextual solutions are precisely what can deliver that performance. By committing to innovation and non-negotiable standards for transparency, vigilance, and compliance, you effectively future-proof your strategy and unlock a new level of campaign performance.
Ready to embrace this highly targeted approach? I Wish You Would.
Song titles: “Hits Different,” “Change,” “All Too Well,” “The Fate of Ophelia,” “Nothing New,” “Delicate,” “Sparks fly,” “End Game,” “Wi$h Li$t,” “I Wish You Would”
Laura DeCristofaro is a Senior Manager of Product Management at Iridio by RRD, where she focuses on building new ways for clients to connect with their audiences. Connect with Laura (laura.decristofaro@rrd.com) to learn more about Iridio’s advanced targeting platform.