The same tech that applies to the desktop contextual targeting are also used in the mobile-app world, but with a few additional factors in the role. Just like the concept of desktop contextual advertising, an ad for a banking offer would definitely perform well on a stock tracker app on mobile devices. Mobile contextual factors like battery level, OS version and available device storage provide additional targeting efficiencies. In the programmatic world, these factors are amplified through the continued in-app bidding on mobile.

Combining mobile contextual advertising with programmatic advertising is the great use of the two strategies. While first-party data will constantly enjoy some upper hand over different techniques, it may not be enough to accomplish your user engagement goals. In that scenario, contextual targeting can assist advertisers reach target audiences based on factors like app category and device information. Contextual advertising in programmatic targeting makes that process very convenient, allowing marketers to quickly adjust a campaign in response to its performance.