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Contextual Intelligence.

Context agents, narrative arc, emotional resonance, and archetypes in modern contextual advertising — from keyword contextual to agentic contextual.

3 essays in this path.

CONTEXTUAL INTELLIGENCE The content — a page, article or video the reader is consuming; the raw signal a keyword scanner would only skim. SIGNAL Content page · article not just keywords The context engine — a context agent that reads the story, the emotion and the archetype of a page rather than matching isolated keywords. CONTEXT AGENT Context engine Story — narrative arc Emotion — resonance Archetype — meaning The placement — an ad genuinely relevant to the moment, understood in context rather than triggered by a matched word. OUTCOME Relevant placement understood, in context The leap — contextual advertising evolves from matching keywords to agentic context that understands the page. keyword contextual agentic contextual Context understood, not just matched.
Start with

The canonical first-read.

Mar 2025

Contextual 3.0 - How Context Agents Are Transforming Media Planning

From keyword matching to fluent reasoning. Five categories, twelve evaluation questions, one machine-readable JSON schema.

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More on this path.

  1. 01
    May 2025

    How Story, Emotion, and Archetypes Shape the Future of Contextual Advertising

    Freytag's Pyramid, Plutchik's Wheel, and Jung's archetypes in one privacy-safe framework for emotionally-intelligent placement.
  2. 02
    Dec 2023

    Contextual advertising of the future - "New game, New Rules"

    Why contextual is back — and how AI-optimized contextual finally beats behavioral on attention and outcomes.
Other reading paths

Adjacent threads.

AdTech & Measurement

Programmatic, MMM, attribution, embeddings, and the plumbing beneath.

17 essays →
Agentic Advertising

Protocols, agents, and the shift from rules to reasoning.

14 essays →
AI, Attention & EARO

Cognitive science applied to media — relevance over reach.

8 essays →

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