interest-based advertising

Google’s future in behavioral targeting looks bleak

The future of behavioral targeting is in danger. With an ongoing Congressional investigation and growing privacy concerns, it looks as though consumers and regulators are not keen to have advertisers track web surfing behavior online. But there’s another side to the story — does behavioral targeting even work?

The idea is that by following users online, they can get a clearer idea of people’s buying habits and serve more relevant advertising to them. If that is not true, the case for behavioral targeting falls apart. And if preliminary results from Google’s nascent attempts are any indication, BT does not appear to be working for the search giant.

According to Jim Brock, founder of PrivacyChoice,
chairman of Attributor, and former senior VP at Yahoo, Google’s “interest-based advertising” only reaches about 25% of AdSense sites. 

Google opens AdSense up to ad networks

AdSense publishers received some potentially good news the other day: Google is opening up AdSense to third party ad networks.

The move, which will enable these ad networks to compete with AdWords advertisers for available AdSense inventory, is clearly designed to boost Google’s revenue from the AdSense program.

Google believes that “more competition [will translate] into better ads and increased revenue in the long
run
“. Because Google shares revenue with AdSense publishers, any gains seen by Google should also benefit publishers.

Google preps AdSense publishers for launch of interest-based ads

Google continues to redouble its efforts on its core business – advertising – and on Wednesday launched a beta of what it is calling “interest-based advertising“.

Interest-based ads add a new dimension to ads on Google. Unlike ads that are completely contextual, interest-based ads “associate categories of interest…with your browser, based on the types of sites you visit and the pages
you view
“.