Placing advertisements based on the content of a webpage is known as content-based advertising, while showing ads based on a user’s past online activity, such as browsing history and search queries, is known as interest-based advertising. For example, an ad for hiking boots might appear on a website about outdoor activities in the first case, while it might appear on a news website for a user who has recently searched for hiking gear in the second case.
These advertising methods offer distinct advantages for reaching target audiences. Content-based advertising ensures ads are relevant to the user’s current interests, providing a seamless and less intrusive experience. Interest-based advertising allows for highly personalized ad delivery, increasing the likelihood of engagement and conversion. Historically, content-based advertising predates interest-based advertising, but advancements in data collection and analysis have led to the rise of the latter as a powerful marketing tool. Both play crucial roles in the modern digital advertising landscape.