Your ads will now show on content that matches your targeted topics, placements, or keywords (Display, Video, or Search). For example, if you targeted “bikes” as a topic and “cycling” as a Display, Video, or Search keyword, your ads will show on content that matches either.
You’ll also notice contextual targeting simplified into a single page in Google Ads, so you can manage all content targeting types (Topics, Placements, Display or Video keywords, and Exclusions) in a single view. You can find the Content page under the Audiences, keywords, and content drop-down menu within the Campaigns 
Note: To help you find more conversion opportunities for your video campaigns that drive conversions only, you’ll no longer be able to add content targeting to new and existing video conversion campaigns. All existing content targeting settings have been automatically removed from video campaigns that drive conversions. To manually remove content targeting from existing conversion campaigns, go to your ad group settings. Learn how to Optimize your Video campaign for more conversions.
The process that matches ads to relevant sites in the Display Network using your keywords or topics, among other factors.
- Here's how it works: Google's system analyzes the content of each webpage to determine its central theme, which is then matched to your ad using keywords or topic selections you added in the “Content” section, your language and location targeting, a visitor's recent browsing history, and other factors.
- Google Ads uses contextual targeting when an ad group has keywords or topics and its campaign is set to show ads on the Display Network.
