What does 'contextual targeting' primarily involve?

Contextual targeting primarily involves placing ads based on the content of a webpage to match user interests. This method analyzes the specific content of a webpage—such as its text, images, and overall theme—and serves relevant ads accordingly, ensuring that the advertisements align with what users are currently engaging with. For example, on a webpage discussing sports, a user might see ads for sports equipment or upcoming games, making the ad placement contextually relevant.

This approach enhances the likelihood of user engagement because the ads they see are indicative of their current interests, driven by the content they are consuming. Contextual targeting does not rely on personal data or user history; instead, it focuses solely on the immediate context, optimizing the ad's relevance for that particular moment.

The other options reflect different targeting strategies that do not align with the definition of contextual targeting. For instance, targeting based on past purchasing behavior leans toward behavioral targeting, focusing on user history rather than content context. Similarly, demographic-based targeting is concerned with audience characteristics such as age or gender, while geolocation data usage pertains to providing ads according to a user's physical location, which is not based on the content of a webpage.