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Google and Interest-based Advertising
by Duncan Parry
How will the targeting work?
There are two types:
- Retargeting - advertisers can target people who have already visited their website (i.e. retargeting) based on cookie drops. So I could click a search listing for Tesco, visit their site, and then visit a finance news website, and Google’s system might target me with an advert for Tesco loans.
- Based on Interest – Google will determine user’s interests based upon their usage of YouTube and site within the Google content network OR based on the interests the user specifies via this page (they can opt out completely, too). So if you spend a lot of your time looking at videos of planes (you know who you are, Mr R) then you might see adverts to air shows or selling model planes.
What about Search Ads?
This doesn't cover search adverts – it’s for content network adverts .
Taking Part
This is a private, invite only beta. (Steak will let it’s clients know about participating where relevant – contact your Account Director).
Initial Thoughts
It’s good to see Google have handed some control to consumers – although I wonder how many will actual bother with this, and how accurate this really is. I can’t imagine the public will update these profiles more than once, and people’s interest change as their lives progresses. Think of a male 18 year old – looking at universities, flat rentals, car websites etc – and then think of the same person at 23, working, paying rent, looking at cheap holidays and looking at their first mortgage (Ok, not in this financial climate!). Now think of them at 39, with children, looking at buying a people carrier....will they have kept their Google advertising profile up to date? I don’t think so.
It’s a beta...and as econsultancy note, Google betas can last a long time. So is this earth shattering, a major jump forward? Nope. Is it good to see Google starting to join up the different parts of their network? Yes. Things will get really interesting as Google integrate with Doubleclick more, and Atlas and MS get closer.
Update: taking a cynical POV, here's a list of 25 things Google knows about you
Update 2: Good write up and post scripts at SearchEngineLand, including how this might one day cover search ads, that Google will move this into the main AdWords interface at a later date, and how Google once shied away from this sort of targeting.
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