Google Launches 'Interest-based' Advertising
In its latest attempt to improve the relevancy and effectiveness of online advertising, Google announced this week the launch of what it's calling "interest-based advertising." This behavioral advertising model relies on technology that will connect consumers with ads based on their previous online activities.
The "Official Google Blog" explains it this way: "We think we can make online advertising even more relevant and useful by using additional information about the websites people visit. Today we are launching 'interest-based' advertising as a beta test on our partner sites and on YouTube. These ads will associate categories of interest -- say sports, gardening, cars, pets -- with your browser, based on the types of sites you visit and the pages you view. We may then use those interest categories to show you more relevant text and display ads."
Google says it is being entirely transparent about the new advertising method, presumably to ward off privacy concerns.
"Our advertisers and publisher partners have been asking us for a long time to offer interest-based advertising," writes Susan Wojcicki, VP, product management, on the Google blog. "Advertisers need an efficient way to reach those who are most interested in their products and services. And publishers can generate more revenue when they connect advertisers to interested audiences."