Google Behavioral Advertising
Google launches interest-based advertising, a form of behavioral targeting advertising; http://tr.im/hfg5
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Gerrit Eicker
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eicker. Wir sprechen Online. Folgen Sie uns zu relevanten Nachrichten rund ums Web. [RSS, Kontakt]
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Gerrit Eicker 15:06 on 11. March 2009 Permalink |
Mashable: “As far as Google goes, it’s a huge step for the company, whose profits are still largely tied to online advertising. They cannot afford to fail with this one, and therefore they’ve taken extra steps to make sure they address all possible privacy concerns, and keep publishers happy at the same time. If it works out well, Google will strengthen its position as the king of online advertising, and it’ll be a very hard task to take that crown away from them.”
AdAge: “It’s also the first big sign Google is integrating into its large AdSense network some of the technologies it picked up with its acquisition of DoubleClick. In December 2008 Google added DoubleClick cookies to AdSense ads, which was the turning point for being able to behaviorally target on Google. Cookies, a little piece of code that gets picked up and stored by a user’s browser, are how sellers and publishers collect information about where people have been on the web. ”
SEL: “As many of you know, Yahoo is big into display ads. Google is kind of new to this area and this may be considered Google’s big push into this area. This program does include both the display ad and text ad business, but is completely separate from search. That means, search history is not tied to these ads in any way. In addition, Google thinks they have ad advantage on the technology side. Bender told me Google has a lot of experience understanding the context of the page, plus they can use statistical algorithms to figure out the right frequency and recency and leverage based on buyer cycles. In addition, Bender told me, Google’s content network has a reach of 74% globally, according to comScore. Finally, Google is giving users control over the choice of the ads and privacy through the ad preferences area.”
TC: “Google knows that its interest-based targeting algorithms need a lot of work. Even if it can get just a small percentage of people to correct the algorithm, that data theoretically could be applied to other people with similar browsing patterns. Google gets to say that it is giving users more privacy and control, while collecting really valuable data that will help make its targeting more effective. In the online ad game, whoever can target the best can charge the most.”
NYT: “Google won’t notify users that it has begun to show them ads based on their behavior, but users who click on the “Ads By Google” link, which appears on thousands of Web pages, will be taken to a site where the technique is explained. There, they will also be able to tap into what Google calls the Ads Preferences Manager, to see and edit the ad categories that have been associated with their browser.”
Behavioral Advertising vs. Privacy « Wir sprechen Online. 09:45 on 16. March 2009 Permalink |
[...] Advertising, IT, Net, Nethnology, Privacy, Quotes, Web Mashable on behavioral advertising: “Efficiency cannot come at the cost of privacy“; http://tr.im/hpAL [...]