Google to Introduce Interest Based Targeted Ads

Google has announced plans to offer display ads to web surfers using “interest based advertising”, a form of behavioural targeting. Behavioural targeting generates ads based on user’s interests and online behaviour by using cookies to track what websites users visit. Google’s interest based advertising differs from its competitors’ behavioural targeting, such as Yahoo and Microsoft, in that Google plans to allow web users to view and change what interest based categories they are assigned online. By showing users display ads in respect of topics that interest them, the display ads will likely be more useful and generate greater revenue when users click on them, allowing Google to charge more for such targeted ads.

Privacy advocates are concerned that behavioural targeting could violate users’ privacy, and that Google’s entry into this market may be especially damaging as Google is dominant in the online search industry and has collected a wealth of sensitive information about web users. In addition, rather than expressly requiring users to agree to behavioural targeting, Google will require users to take an extra step which many users will not take; namely, users have to opt-out if they do not want to be subject to interest based advertising.

For additional information, visit:

http://www.guardian.co.uk/media/2009/mar/11/googlethemedia-google

Volume VII

Google to Introduce Interest Based Targeted Ads