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Contextual targeting allows you to reach users based on the content they’re currently viewing, without relying on user history or cookies.

Overview

Implementation

Use Cases

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Overview

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Privacy Benefits

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Behavioral vs Contextual

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Implementation

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Page Properties

The primary way to enable contextual targeting is through page properties: 
permutive.addon('web', {
  page: {
    type: 'article',
    article: {
      title: 'Electric Vehicle Sales Surge in 2024',
      categories: ['automotive', 'electric-vehicles', 'business'],
      tags: ['EV', 'Tesla', 'sustainability', 'green-tech'],
      authors: ['Jane Smith'],
      publishedAt: '2024-01-15T10:00:00Z'
    }
  }
});
These properties are analyzed to generate contextual cohorts like:
  • automotive_electric_vehicles
  • business_sustainability
  • technology_green_tech

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Content Classifications

Permutive can integrate with content classification providers for automated contextual data: 
// Watson classifications are added automatically
// when configured in your Permutive dashboard
permutive.addon('web', {
  page: {
    type: 'article',
    // Watson adds categories, concepts, entities
  }
});

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URL-Based Context

The SDK automatically captures URL context: 
// Current URL is automatically included
// https://example.com/technology/electric-vehicles/article-123

// You can also specify explicit context
permutive.addon('web', {
  context: {
    url: 'https://example.com/technology/article',
    title: 'Article Title',
    referrer: document.referrer
  },
  page: {
    type: 'article'
  }
});

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Contextual Cohorts

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How They Work

  1. Page loads with content metadata
  2. SDK sends context to Permutive
  3. Real-time analysis determines applicable contextual cohorts
  4. Cohorts returned immediately (milliseconds)
  5. Ad requests include contextual targeting
Page about electric vehicles loads
            ↓
SDK sends: categories: ['automotive', 'electric-vehicles']
            ↓
Permutive returns: contextual cohort 'auto_ev_interest'
            ↓
Ad request includes contextual targeting

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Accessing Contextual Cohorts

Contextual cohorts are included in segment calls: 
// Get all segments including contextual
permutive.segments(function(segments) {
  console.log('All segments (incl. contextual):', segments);
});

// Get DFP segments (includes contextual activations)
permutive.segments(function(segments) {
  console.log('DFP segments:', segments);
  // Includes both behavioral and contextual
}, 'dfp');

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Contextual-Only Targeting

For users without behavioral data (new visitors, no consent): 
// Contextual cohorts work without user consent
// because they're based on content, not user history

permutive.addon('web', {
  page: {
    type: 'article',
    article: {
      categories: ['finance', 'investing']
    }
  }
});

// Even without consent, contextual targeting is available

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Page Property Best Practices

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Article Pages

permutive.addon('web', {
  page: {
    type: 'article',
    article: {
      // Required
      title: 'Article Title',
      categories: ['primary-category', 'secondary-category'],

      // Recommended
      tags: ['keyword1', 'keyword2', 'keyword3'],
      authors: ['Author Name'],
      publishedAt: '2024-01-15T10:00:00Z',

      // Optional - enhances targeting
      id: 'article-123',
      section: 'Technology',
      premium: false,
      wordCount: 1500,
      readTime: 7
    }
  }
});

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Video Pages

permutive.addon('web', {
  page: {
    type: 'video',
    video: {
      title: 'Video Title',
      id: 'video-123',
      categories: ['entertainment', 'music'],
      duration: 180,  // seconds
      series: 'Music Reviews',
      season: 2,
      episode: 5
    }
  }
});

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Homepage

permutive.addon('web', {
  page: {
    type: 'homepage'
  }
});

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Section/Category Page

permutive.addon('web', {
  page: {
    type: 'section',
    section: {
      name: 'Technology',
      path: '/technology',
      depth: 1
    }
  }
});

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Use Cases

Use contextual data to ensure ads appear alongside appropriate content:
permutive.addon('web', {
  page: {
    type: 'article',
    article: {
      categories: ['news', 'politics'],
      // Contextual cohorts can be used for
      // brand safety exclusions
      brand_safe: true,
      content_rating: 'general'
    }
  }
});

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Combining Behavioral and Contextual

The most effective targeting often combines both signals: 
permutive.ready(function() {
  permutive.segments(function(allSegments) {
    // allSegments includes both:
    // - Behavioral cohorts (user history)
    // - Contextual cohorts (current page)

    // Use for comprehensive targeting
    googletag.cmd.push(function() {
      googletag.pubads().setTargeting('permutive', allSegments);
    });
  });
}, 'realtime');

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Contextual Data Flow

┌─────────────────┐
│   Page Load     │
│ (with context)  │
└────────┬────────┘
         │
         ▼
┌─────────────────┐
│  SDK Captures   │
│ page properties │
└────────┬────────┘
         │
         ▼
┌─────────────────┐
│    Permutive    │
│ Classification  │
└────────┬────────┘
         │
         ▼
┌─────────────────┐
│   Contextual    │
│ Cohorts Returned│
└────────┬────────┘
         │
         ▼
┌─────────────────┐
│   Ad Request    │
│  (with cohorts) │
└─────────────────┘

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Troubleshooting

Problem: Page properties set but no contextual cohorts.Solutions:
  • Verify page properties in debug mode
  • Check that contextual cohorts are configured in dashboard
  • Ensure categories match configured cohort rules
  • Allow a few seconds for processing
Problem: Page classified incorrectly.Solutions:
  • Review page property values
  • Use more specific categories/tags
  • Check for conflicting signals in page data
  • Contact support for classification tuning
Problem: Contextual cohorts exist but ads not targeting.Solutions:
  • Verify contextual cohorts are activated for the ad platform
  • Check _pdfps (or platform-specific key) in localStorage
  • Confirm ad server is reading targeting values
  • Test with debug mode enabled

Contextual Cohorts

Build contextual cohorts

Pageview Tracking

Configure page properties

Google Ad Manager

Contextual targeting in GAM

Classification Providers

Content classification integrations