Contextual Data – what does it mean?

Contextual data is data that gives context to a person, entity or event. It is commonly used by business organizations for market research and prediction. Contextual data is taken from various sources and may include business information, family and socioeconomic background, educational history, health background, general environment and many other factors. More definitions of contextual data you’ll find at the end of this article [1].

At we define contextual data as follows: contextual data in our “context” is simply used to know more about the meaning of a website or any provided (plain) text and its content. We structure unstructured data and express in a scored and weighted manner the meaning and most important content of the website/text in keywords and their entity plus a sentiment score which involves evaluating online opinions based on specific words. The sentiment is then judged to be positive, negative or neutral.

Furthermore, we classify and weight the website in an own categories taxonomy and map these directly to the IAB standard taxonomy (Tier 1 / Tier 2). This kind of contextual data is useful for several use cases in many industries.

Contextual Data is about the content and environment of a website/text

Contextual data is that which is delivered to the right person, at the right time, within an actionable context. For example, the user reads an article about renting a Finca in Cala Millor on the island Mallorca in Spain. Wouldn’t it be great to show him a contextual matching video about the island Mallorca, the region Cala Millor or a best practice video of “how to rent a Finca”? Wouldn’t it make sense to show him a contextual advertising of a “Finca rental service” or links to previous articles and user reviews about the topic? If the sentiment of the article is bad, you might show him a video of “hidden traps to rent a Finca in Spain”.

The other way around is to not show something in the context, e.g. for brand safety. As an airline, you might not want to advertise your great deals on trips to New York right next to news about a horrible plane crash.

With hyScore’s contextual data API, you know right at this moment what a user is reading in which environment and you’re able to directly use this information to deliver additional information based on this actionable context or not. If you just want to enrich a users profile (interests, famous topics, etc.) you can do this by simply sending the user identifier with the initial request to our API. We just loop it through and provide you the information what user has read.

hyScore’s definition of contextual data is simple and valuable for many use cases. We don’t build products based on our data by our own. We leave it up to you how you use this kind of data in your business context. You can ennoble the data we provide by using it in your own product, application, and any intended use case. We don’t mind if you use it for content recommendation, site search improvements, tagging, for a contextual video player, contextual advertising, environmental analysis for brand safety, fraud detection or website classification, user profile enrichment, audience and user segmentation purposes, digitalization, research, whatever.

Our mission is to remove the major pain point to get access to this kind of contextual data for you. You need no additional infrastructure, you don’t need computational linguists and natural language processing experts. All you need is just an API-Key to get access to it. Sign up for a free account.