It accompanies us unconsciously through language and it is something that our interlocutor interprets naturally. Thus, the same expression can change its meaning depending on where it is said and how. In fact, the dictionary of the RAE indicates that the context is the linguistic environment on which the meaning of a certain word, phrase or fragment Honduras Mobile Database depends. However, this reality of our language that we manage easily is extraordinarily complex when it is transferred to the digital advertising environment. Because an impression, with a stimulating message, can be greatly affected by the context as well as by the feeling or tone of the content next to which it appears and alter the perception of consumers. And not only the ads themselves, but also the image of a brand. 
The context in which an ad is displayed affects its relevance as this will depend on the content it appears next to. And this concept is something that has broken into the industry recently because of the power that context has in effectively targeting the audience. Efficiency that also exists when Brother Cell Phone List brands can target a user based on the type of content they are consuming on the page. Not to mention that it is an alternative for the segmentation of audiences in a world without cookies. In this sense, a recent study carried out in Spain on the question of context provides light. In fact, its IAS title : The Power of Context speaks for itself. His first contribution is that he broadens the view of marketing specialists in their approach to optimizing digital campaigns. In this sense, they are encouraged to have a 360-degree vision in the implementation of the appropriate verification technology that guarantees not only brand safety , but also brand suitability . And what characteristics must such technology have to be effective? It must be contextual and sophisticated so that, using machine learning and natural language processing, be able to properly analyze and determine both the context of the content next to which the digital ads are inserted and the feelings and emotions to be transmitted, in order to improve the segmentation of the campaigns.
This technological development is in absolute accordance with what the majority of Spanish consumers demand. Since 75% of them consider it important that impressions appear alongside relevant content. And 81% say that their perception of a digital ad is influenced by the content around it on a page. At the same time, 70% value seeing ads that are related to the topics or articles they consume online . Along with all the above, contextually relevant ads are more popular and achieve greater recall capacity for more than eight out of ten consumers (81%). In this sense, receptivity to an advertisement or brand, as well as favorability – how favorable consumers find a brand in a given environment – and memorability or the ease of remembering an advertisement, increase significantly when it is relevant to the content. next to the one that appears. In fact, for 82% of Spaniards, relevant ads create a more favorable opinion of the brand.
At the same time, it is observed that the sentiment conveyed by an article, which could be positive, neutral or negative, is valued as important by almost eight out of ten consumers (79%) and that it influences their opinion of brands that are advertised. In addition, consumers are more receptive to the ads inserted next to content with positive or neutral headlines, which also find them easier to remember and associate with a brand. In line with the above, it is noted that 67% of consumers are more favorable towards brands that insert ads near content with positive sentiment. And on the other hand, 59% are more receptive to ads that appear alongside content of this type.
