Contextual targeting selects audiences or messages from the surrounding content context rather than invasive individual tracking or profiling. It supports privacy-centric acquisition and engagement across channels such as display advertising, while relying on first-party data and aggregated insights. section 2.3.4
Use contextual targeting as part of a trust-preserving activation approach:
- Minimize data collection by avoiding intrusive tracking and individual profiling. section 2.3.4
- Combine first-party data and aggregated insights with transparent explanations of personalization and clear opt-out choices. section 2.3.4
- Measure campaign performance with privacy-preserving analytics, including differential privacy in A/B testing. section 2.3.4
