Contextual targeting is a digital advertising strategy that places ads based on the content of a webpage rather than user behavior. It does not use cookies or audience data. Contextual advertising is all about relevancy and mindset, and analyzes content, keywords, and metadata on a page to ensure that ads are relevant to what a user is currently viewing. For example, and ad for running apparel would be placed on a webpage about marathon training. Since Contextual targeting does not rely on personal data, it is a privacy-friendly alternative to behavioral targeting.