Voluum Documentation

Contextual Targeting: Overview

Voluum DSP Contextual Advertising Keywords

The key challenge in digital marketing is to connect the right message to the right person at the right time. Rather than relying on broad demographics, location, and device data, Voluum DSP offers you a way to connect all those parts together by using the Contextual Targeting feature. Campaigns where Contextual Targeting is enabled, show your visitors ads similar to what’s on the page that they are currently browsing. Instead of segmenting your audience and guessing what might be relevant for a single visitor, Voluum searches for keywords declared in the campaign to display only those ads that refer to the web page's content. Take into account that you can target contextually only if this functionality is supported by the ad exchange.

What Is a Keyword, Then?

Keywords are words or phrases that you define for your ad campaign in Voluum and then, they are searched for on the page where your ad is going to be displayed. If the keywords match words / phrases used on the page, then the ad is being displayed.

It is possible to apply because some ad exchanges send to Voluum exact URLs of pages where impressions are being displayed. Those pages are scraped and indexed by Voluum to come up with the most relevant keywords and article's context. To enhance this solution even more, meta data of the domain is also taken into account to target contextually in the most effective way. 


Voluum Info: In order to target your audience contextually, you can only use keywords in English. 

Keyword targeting works for a mobile and desktop version of the web environment.

Rules for Adding Keywords

Keywords can have different formats. You need to follow some basic rules to adequately provide a list of keywords for a given campaign:

  • Words: If you add single words to your list of keywords, they will be exactly matched with the words used on the web page.


    If you add gadgets, exactly this word will be searched for in the article.

  • Phrases: If you want to search for phrases in the page's content, use single quotation marks to match the exact phrase.


    If you want to match cool gadgets, provide 'cool gadgets' as your keyword.

    If you don't put your phrase in quotes, top gadgets, the expression will be match with words: top and gadgets in the article, but they might appear separately in the text.

  • Symbols: Symbols are ignored; if you provide a special symbol in a phrase such as $, %-#, !, &, *, the expressions will be split into separate words. 


    follow-up will be set as follow AND up

    100% user satisfaction will be treated as 100 AND user AND satisfaction

Ad Exchanges Supporting Contextual Targeting

Below, you can find a list of ad exchanges where you can target your ads contextually:

  • Adventure Feeds

  • Engageya

  • LiveIntent

  • Ligatus

  • MGID

  • My6Sense

  • NativeAds

  • Nativo

  • Outbrain

  • Polymorph

  • PowerInbox

  • Pubmatic

  • Purch

  • Quantum

  • RevContent

  • Sharethrough

  • TripleLift