Setting Up Keyword Contextual Targeting

What it is

Keyword Contextual Targeting is a 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:

1. Create or open a Contextual Campaign

2. In the Playbook, add or edit a Propensity Display Network Contextual Display Ad

3. View the play setup and click Edit

4. Under Contextual Type, select Keyword

5. Select the language for your keywords

6. 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

7. Upload required display assets

8. Save your changes

9. Review setup requirements

10. 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