Myth: Contextual relevance doesn't matter if the numbers work.

Myth: Contextual relevance doesn't matter if the numbers work.
No. Numbers that 'work' on irrelevant context are usually accidental clicks that won't repeat at scale. Evaluate context deliberately:
— Manually load 20 pages where your ad ran and read the surrounding article
— Rate each: relevant, neutral, or jarring mismatch
— Map mismatched placements to your conversion data — usually high CTR, low CVR
— Check if 'relevant' was keyword-stuffed MFA content faking topicality
— Build a context allowlist of genuinely on-topic publishers
— Refuse 'run of network' buys that hide context entirely
Allegedly native blends in so context is automatic. It blends visually, not topically. Why did your finance offer convert on a celebrity-gossip chumbox? It didn't — those clicks were misfires, and they vanish when you optimize.