Contextual targeting refers to the practice of targeting ads to specific individuals based on the context in which they are viewing or interacting with content. This can include the specific content they are viewing, the location they are accessing the content from, the device they are using, and other contextual data.

Contextual targeting can be used to improve the relevance and effectiveness of ads by showing them to people who are more likely to be interested in the products or services being advertised. It can also be used to help advertisers reach specific target audiences, such as people who are interested in a particular topic or who are located in a specific location.

There are a number of different methods that can be used to implement contextual targeting, including keyword targeting, content targeting, and behavioral targeting. Some platforms and ad networks offer tools and services to help advertisers implement contextual targeting for their campaigns.