The definition of an institution is an established custom or practice, or a group of people that was formed for a specific reason or a building that houses the group of people. Marriage is an example of a cultural institution.
Contextual targeting is a type of targeting on the Google Display Network in which you select specific keywords or topics and then allow AdWords to identify websites that are a good fit for your keywords and targets.
The contextual approach to communication focuses not just on content (e.g. the accurate exchange of information or adequacy of conveying the intended meaning) but on the larger context of communication.