What it is
Keyword Contextual Targeting is a new contextual targeting type available within Propensity Display Network Contextual Display plays.
Instead of using Page Context AI targeting, you can now define structured keyword rules that determine where your ads appear.
This allows you to target content based on specific keywords and rule logic that you configure directly.
How it works
When using Keyword Contextual Targeting, you define rule-based conditions that determine eligible content placements.
You can configure:
Include and Exclude keyword rules
AND / OR rule groupings
Keyword frequency thresholds
Target location (Heading only, or Heading and Body)
Optional case sensitivity
Language selection for keywords
Ads are delivered to pages that meet the configured keyword rule conditions.
You can use either Page Context AI targeting or Keyword targeting, not both. Switching between contextual types will reset previously configured settings.
Requirements
To use Keyword Contextual Targeting:
The campaign must be created as a Contextual Campaign
Propensity Display Network Contextual Display Ad must be selected in the Playbook
Contextual Type must be set to Keyword
At least one valid Include keyword rule must be configured
Required display assets must be uploaded
If no valid keyword rules are configured, the campaign will not be launch-ready.
No additional integrations are required.
How to configure Keyword Contextual Targeting
To configure Keyword Contextual Targeting within a Propensity Display Network Contextual Display play:
Create or open a Contextual Campaign
In the Playbook, add or edit a Propensity Display Network Contextual Display Ad
View the play setup and click Edit
Under Contextual Type, select Keyword
Select the language for your keywords
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Configure your keyword rules:
Choose Include or Exclude
-
Specify whether keywords must appear in:
Heading only
Heading and Body
Define how many times the keyword must appear
Enter one or more keywords or phrases (comma-separated)
Optionally enable Case Sensitive matching
Use AND / OR groupings to structure multiple rule sets
Upload required display assets
Save your changes
Review setup requirements
Proceed through the standard Propensity Display Network Display launch flow
Rule configuration details
Keyword rules allow structured logic control:
Include rules define required keywords
Exclude rules prevent ads from appearing on pages containing specific keywords
AND groupings require all conditions within the group to be met
OR groupings allow alternative rule paths
Frequency thresholds allow you to define how many times a keyword must appear on a page
Case sensitivity can be enforced if needed
Launch behavior
Once configured:
The channel contextual type will change to Keyword
Launch readiness will validate that at least one targeted keyword is provided
All other launch steps follow the standard Propensity Display Network Display process
Common errors
No keyword rules configured
If no valid Include keyword rule is added, the campaign will not be launch-ready.
Invalid keyword entries
If keywords are improperly formatted or invalid, the rule may not be accepted.
Ensure keywords are entered correctly and separated by commas when adding multiple phrases.
Related documentation
How to Build a Contextual Campaign in Propensity
Best Practices for Contextual Targeting in Propensity