Contextual advertising as it pertains to online marketing is an ingenious way to target an individual based on the content that person happens to be viewing. So, for example, if the person is visiting a fishing website, a contextual ad on the side margin of the page they’re on might advertise the latest fishing pole on the market. By understanding contextual advertising and how the ads can be targeted for every individual who views them, you can improve your conversions and your returns.