Females say they feel more positively toward brands and publishers alike when shown contextually relevant ads

Advertisers have many means of targeting at their disposal, from contextual to audience-based to behavioral and beyond. While some of those targeting types—notably behavioral—can lead to a negative reaction among internet users when they believe they have been used, web users do agree that relevant ads make them better-disposed toward brands, as well as toward the publishers who run the ads.

In the case of online video ads, the women surveyed said contextual video ads made them feel more favorably toward both the brand (62%) and the site where they saw the ad (56%), making contextual targeting for video a win-win for publishers and advertisers. Half of respondents said their overall browsing experience was more valuable because the ads were perceived as relevant to what they were doing at the time—that is, relevant to the content of the webpage.