How does using contextual targeting enhance ad performance compared to interest-based targeting on Mail.ru platforms?

Contextual targeting enhances ad performance compared to interest-based targeting on Mail.ru platforms by increasing ad relevance and timeliness. Contextual targeting displays ads based on the content of the webpage or app the user is currently viewing. This means the ad is directly related to the topic the user is actively engaged with at that moment. Interest-based targeting, on the other hand, targets users based on their past browsing behavior and expressed interests, which may not be relevant to their current activity. The increased relevance of contextual targeting leads to higher click-through rates and conversion rates because the ad aligns with the user's immediate needs and interests. For example, if a user is reading an article about hiking gear, a contextual ad for hiking boots is likely to be more effective than an interest-based ad targeting users who have previously searched for outdoor activities, as the contextual ad matches the user's immediate informational need.