Contextual Data

Information describing the contents of a web page. Contextual data typically includes the page URL, keywords, categories, and tags — the signals that indicate what a page is actually about.

In advertising, contextual data is used to match ad placements to relevant content without relying on audience identifiers. A page tagged with keywords like "trail running" and categorized under "outdoor sports" would surface as a candidate for related advertisers purely based on that content signal. This makes contextual data especially relevant in environments where behavioural tracking is limited or unavailable.