Google Launch Interest-Based Advertising

It looks like Google are updating their AdWords/AdSense model to take into account behaviour and personal preferences of their users.

It is astonishing when you look at how much data Google has, and in real terms, this will affect at least 80% of people in the UK (whether they know it’s happening or not!).

Anyone who uses the Google search engine for a start, but then there are the other properties that the big G owns – meaning anyone who uses iGoogle, Google Docs, Gmail, Blogger, Feedburner, etc will also be affected.

Google says that this new Interest-based advertising will allow advertisers to display ads based on a user’s previous interactions with them, such as visits to advertiser website and also to reach users based on their interests (e.g. “marketing”).

It looks like this will apply to the content network (i.e. anyone who displays Google AdSense on their website), but I’m sure they will be using it for search.

So… other than privacy, can you see any other issues that you would be concerned about here?

Well, what if you share a PC, and are buying a present for your spouse, or you have an ‘adult interest’. Your partner notices the adverts are a bit more risky than normal, and she now knows what you plan on getting for her birthday.

On the other hand, and the reason I am happy that this privacy nightmare is coming into place -

1. As a user, I get more relevant adverts shown to me
2. As a marketer, I waste less money

Fingers crossed, Google isn’t evil…

Posted: March 13th, 2009 under Online Marketing, Paid search marketing.