Contextual targeting is a form of digital advertising which uses relevant context to target potential customers with relevant adverts. Contextual targeting attempts to deliver ads to users based on content, keywords and other factors related to the page being viewed. For example, a user viewing a page about cars might be shown adverts for car insurance or car parts, whereas someone reading an article about holidays might be served adverts for flights and accommodation. Through contextual targeting, advertisers can deliver relevant and targeted messages to their target audiences.