Similar to contextual targeting, Keyword targeting allows an advertiser to, in short, define their own categories or contexts in which to advertise, and then continue to advertise to those users after they have navigated away from the page with the specified keywords.

Keyword targeting uses the contents of websites to assemble a target audience. It goes beyond the pre-determined "context" of a website, and is able to target ads based on what specific words or phrases appear on those websites. For example, if you're a home improvement company focusing on replacement windows, you'll want to target people who visit websites with the keywords "replacement windows", "new windows", and "fix my windows", among others.

While keywords are specified, these are not promoted search results; this is a targeting tactic to serve programmatic digital display, video, OTT-CTV, and native ads. If you're looking to boost your search result ranking, we can help with that through Search Engine Marketing (SEM).

Using Keyword Targeting to target your programmatic ads seems simple enough, and it can be just that.  But there are a few cool parts of this tool that are worth pointing out. Not only will this enable you to target ads to websites with your specified words or phrases, but you'll be able to continue to target those website visitors after they've left those pages. So if they searched Home Advisor for "replacement windows" for example, they'll go into your target bucket, and once they leave that page and visit Consumer Reports, for example, they'll begin to see your ad for replacement windows. It's a really powerful tool.

Another very powerful feature of this tactic is the cross-device map: similar to how the geo-targeting and household-targeting cross-device map work, you can target people who visit websites with your specified terms, but serve them ads on OTT-CTV, or serve pre-roll video on a different device than the one they searched for or read about your specified terms on.

Similar to Retargeting, Keyword Targeting is a great complement to any digital program, and can be used to serve display, pre-roll, OTT-CTV, and other assets across platforms and devices based on what people are reading or searching online.