Brian Gleason, Seedtag CEO, delves into the world of contextual advertising. He explains how neuro-contextual ads are lifting engagement compared to standard contextual ads, and as well as looking at why relevance is about human connection. He also looks into the future of contextual advertising, predicting what will be on the cards for next year.

As ad tech develops, why are traditional targeting methods becoming less reliable? 

Traditional targeting methods depend on personal data and past consumer behaviour – signals that are rapidly disappearing due to stricter privacy regulations, browser restrictions, and growing user opt-outs. For years, digital advertising has relied on tracking people across the web, often making users feel uncomfortable and chased around the internet by ads that don't match their current motivations. As these signals fade, traditional methods struggle to deliver accurate, scalable targeting, reducing their ability to reach the right audience at the right moment.

Seedtag’s neuro-contextual approach avoids these issues entirely by focusing on real-time content signals and the user’s interests, emotions, and intentions, all without relying on personal data and while remaining fully compliant with evolving privacy standards. We’re building experiences that work better for users, brands, and publishers alike, making advertising feel human and relevant rather than intrusive and interruptive.

Seedtag’s research shows that neuro-contextual ads deliver a +30% lift in neural engagement compared to standard contextual ads. Could you expand on what neuro-contextual ads are, and why they drive engagement effectively? 

Neuro-contextual ads go beyond traditional contextual targeting by combining real-time content signals with a human-like understanding of users’ emotions, interests, and intentions. Instead of simply matching ads to keywords or categories, our ads are placed in environments where the emotional tone of the content aligns with the brand message.

This alignment makes the ad easier for the brain to process, more naturally relevant, and more memorable. By resonating on both a cognitive and emotional level, neuro-contextual ads generate stronger attention and engagement. This is why our recent neuroscience research shows a 30% lift in neural engagement compared to standard contextual ads.

What were the differences observed between different advertising environments in the research project? 

In the research, neuro-contextual ads consistently outperformed both standard contextual and non-contextual ads across key metrics, delivering stronger neural engagement, attention, and positive, action-driving emotions. These neural signals are strong predictors of brand KPIs such as recall, favourability, and action, indicating more impactful campaign results.

The findings show that the more aligned an ad is with a user’s interests, emotions, and intentions, the stronger the brain response. Non-contextual ads felt disconnected and required more cognitive effort, while standard contextual ads improved processing by matching the topic. Neuro-Contextual ads went further, aligning with the emotional tone and intent of the content, keeping attention steady and engagement sustained even over multiple exposures.

The study confirms that the brain responds to context emotionally, not just semantically – meaning the surrounding environment shapes how people feel about what they see. When message and context align, the brain works less, and the brand connects more.

Seedtag claims that relevance is about human connection. Could you expand on this idea? 

At Seedtag, we believe relevance is about connecting with people in a way that feels natural, timely, and meaningful. Our neuro-contextual AI goes beyond traditional targeting by aligning ads with the user’s interests, emotions, and intentions in real time. When the context of the content matches how someone feels and what they care about in that moment, the brain processes the message more easily, attention stays higher, and engagement is stronger. In other words, relevance is measured by the quality of human connection the ad creates, not by personal data. This gives insight into predictive pathways (curiosity leads to trust that leads to actions).

How do you see the future of contextual advertising developing? 

In 2026, emotional context becomes the most scalable, predictive, and brand-safe signal in advertising. The future of contextual advertising is about going beyond surface-level relevance and connecting with people in the moments that truly matter. This shift moves the industry from optimising for visibility to optimising for receptivity, reaching audiences in moments when they are most ready to connect and act. In today’s privacy-first era, neuro-contextual alignment defines the next frontier of precision media. By connecting with people when their minds are most open and emotionally aligned, brands can tap into a critical human dimension often missed by traditional contextual targeting. Neuro-contextual enables brands to achieve both relevance and performance — not by tracking who someone is, but by aligning with contexts proven to drive shared engagement and emotional receptivity.