How contextual marketing & first-party data can be a durable strategy

Contributed by Lisa, Ho, Senior Customer Success Manager

Even as data-driven marketing thrives, contextual marketing remains an often underappreciated yet powerful approach. As consumers continually prioritize privacy and regulators tighten restrictions on user data, contextual marketing—paired with first-party data collected through user consent—enables brands to deliver relevant messages precisely when audiences are most engaged, all while respecting a consumer’s boundaries.

Our blog post goes into why contextual marketing should be a core component of your strategy and how creatives can use contextual data to enhance campaign effectiveness.

Unlike standard advertising methods that rely heavily on personal data, contextual marketing targets ads based on the content a user is currently engaging with. Platforms such as Google Ads and Display & Video 360 (DV360) offer robust contextual targeting capabilities, allowing advertisers to align ads with keywords, topics, and website categories that match the content. This approach ensures that ads are not only relevant but also aligned with user intent, significantly increasing the likelihood of engagement.

To illustrate: Imagine an advertiser promoting ergonomic office furniture. Using DV360’s keyword targeting feature, they can display ads on articles or websites related to “office productivity” or “workspace design.” This alignment ensures the ad resonates with the user’s immediate interests, creating a more impactful and engaging experience.

Contextual marketing isn’t just about showing ads at the right time; it’s also about delivering the right message. Dynamic creatives that adapt based on contextual signals can greatly amplify campaign effectiveness.

For instance, FiveStones teamed up with Dyson to boost awareness for their new Air Purifier. The team created a weather-driven ad that showed the Air Quality Health Index in real-time. Launched during Hong Kong’s haze season, the ad tapped into consumers’ health concerns, making it more relevant and increasing the chances of conversions.

This example shows how using contextual signals like weather conditions or seasonal events can create a deeper connection with the audience, enhancing engagement and brand recall.

As regulators introduce stricter limitations on the use of personal data in advertising, contextual marketing offers a durable, privacy-compliant solution. Since it does not require personal data, it can adapt to the evolving regulatory landscape without compromising your campaign’s performance.

DV360 and Google Ads are actively testing Chrome’s Privacy Sandbox APIs to ensure their ad ecosystems remain effective as third-party cookies continue to degrade.

While contextual marketing is powerful, combining it with consented first-party data boosts its effectiveness. First-party data—like purchase history, website behavior, or user-shared preferences—lets brands sharpen their targeting. This mix delivers not only relevant ads but also personalized experiences that build trust and loyalty.

For example, a brand could use first-party data to identify users interested in air purifiers. Pairing this with air quality data, they could craft a highly targeted, timely message to maximize engagement.

Contextual marketing is a resilient and effective strategy, especially when consumers prioritize privacy. By combining it with first-party data, brands can create a synergy that both respects privacy and drives meaningful engagement, driving long-term loyalty. As digital marketing evolves, brands that adopt this balanced approach will be well-positioned for lasting success.