What is contextual advertising?

Contextual advertising shows online advertising based on keywords within editorial environments. With this method, advertising is placed according to the occurrence of certain words that are defined in advance. If this occurs on an individual website, the corresponding ad is placed. For example, advertisements for a car manufacturer are placed next to "Formula 1" reports. If the user reads an article on a certain topic, they are confronted with the appropriate advertisement. The method is problematic if the keywords appear in a negative context: For example, the word "Formula 1" may appear in connection with a dramatic racing accident. This misplacement of the ad can trigger a rather negative reaction from the potential customer.