What is the difference between contextual targeting and behavioral targeting in digital advertising, and why is contextual regaining relevance?

Question

Digital Marketing — Hard

What is the difference between contextual targeting and behavioral targeting in digital advertising, and why is contextual regaining relevance?

Accepted Answer

Contextual targeting focuses on the page's content, whereas behavioral targeting tracks user behavior across sites. The correct answer highlights contextual targeting's resurgence due to its privacy-compliant nature, as it doesn't rely on cookies. This distinction is crucial. Behavioral targeting's use of cross-site tracking is being phased out.