Contextual targeting is the approach that online advertisers use and have known for a long time. It has been set as a standard in iPROM for a long time. Why has it become even more important today? And why are the experts attaching even greater importance to it in the coming years? If we combine the growing importance of brand security and ad serving with relevant content with performance, the answer is clear. This advanced form of targeting based on content or media platform, device, time and location offers space to advertisers for more precise user addressing with the right user-tailored content.