How will Google’s New Privacy Changes Impact Advertisers?

January 25, 2012

Google announced today that starting March 1, user data will be collected in a single profile that merges information across its properties such as YouTube, and Android smartphone devices.  What this means for users and advertisers isn’t 100% clear yet, but we suspect is has to do with wanting to be able to make the “Google Search, Plus Your World” results more comprehensive, and potentially allow Google to have more relevant, wider-reaching ad targeting. One of Google’s current Display Network targeting options is to use Interest Category Marketing. In this type of targeting, ads are shown on the Google Display network to users based that particular user’s browsing history.

Here’s how it works

When a user browses the web, while signed into a Google account, Google collects information about that user to determine what types of sites he/she is most interested in. These are called interest categories.  An advertiser targets categories of interests that are relevant to their business and then, in the magic of ad serving, that user is shown an ad because he/she has been bucketed into the interest category that you are targeting.  This recent Google change would make it possible for more robust interest categories to be created based on browsing behaviour not only on but also across the other properties mentioned above.  Want to see how Google sees you? Sign into your Google account and check out the categories you’ve been put into at:

In case you’re wondering, I’m a Female, aged 25-34, interested in News-Gossip & Tabloid News. Now my dirty secret is out, bravo Google.

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Blog post by Jackie Jenkins, Global Manager, Search Services

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