Understanding  Adjacencies

As a media planner, you need to ensure that the ads you place are safe for your brand and effective in reaching your target audience. The solution to this challenge lies in adjacencies, which are advertisements placed near relevant content. By leveraging the power of adjacencies, you can maximize your targeted advertising and contextual advertising efforts.

Here are the answers to the 6 most frequently asked questions about adjacencies:

1. What are adjacencies?

Adjacencies refer to the placement of advertisements near relevant content, such as a sports car ad next to an article about luxury cars.

2. How do adjacencies relate to brand safety?

By placing ads next to relevant content, you can ensure that your brand isn't associated with controversial or inappropriate content. This is an important aspect of brand safety.

3. What role do adjacencies play in targeted advertising?

Adjacencies can be used to target specific audiences based on their interests or behaviors. For example, by placing a fitness supplement ad next to an article about workout tips, you can reach people who are interested in improving their physical performance.

4. How does contextual advertising work with adjacencies?

Contextual advertising uses algorithms and machine learning to match ad content with relevant web pages. By leveraging adjacencies, this process becomes more effective and accurate.

5. Can adjacencies help with ad placement?

Yes! By placing ads next to relevant content, you increase the likelihood of users engaging with the ad or clicking through to your website.

6. How do I find the best adjacencies for my ads?

The key is understanding your target audience and researching sites that align with their interests and behaviors. Look for websites or pages where your audience is likely to spend time and engage with relevant content.


  • Media Planning: A Practical Guide, by Jim Surmanek
  • The Art of Contextual Advertising, by Brian Whalley
  • Advertising and Promotion: An Integrated Marketing Communications Perspective, by George E Belch and Michael A Belch
  • Brand Safety Techniques Across Platforms, ebook from AdRoll
  • Contextual Advertising: An In-Depth Guide for Advertisers, ebook from Amazon Advertising
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