Google expands advertising opportunities on the Internet
Google kicked off the global advertising campaign for its latest offering on Wednesday: "Interest-based ads" on YouTube and on Google partner websites should allow advertisers to reach their target audience more precisely with their messages. Booking and billing will work in the same way as with Google AdWords. The service is being tested until the end of 2009 and will be publicly available from 2010.
The internet company Google announced the launch of a beta version of so-called "Interest Based Ads" on YouTube and in the Google Content Network on Wednesday. Interest Based Ads are intended to make it easier for advertisers to display messages and offers specifically to those surfers who might also be interested in the offer. It therefore promises to address an even more precisely defined target group. The new system could generate higher revenues for partners in the Google Content Network due to higher click rates.
Advertising cookie as the centerpiece
The Google Content Network (GCN) consists of Google's partner websites, which already provide the internet company with space for third-party advertising. What is new is that when a surfer accesses YouTube or the GCN, they are recognized and therefore shown advertising on the website that is tailored to them. And this is how it is done: the interests of the surfers are assigned to different interest categories via their entries on YouTube or the pages visited on the GCN and then stored in a cookie. The cookie in turn allows the websites on which interest-based ads are placed to identify the interests of the surfer based on the categories and to place appropriate advertising.
Travel lovers get travel advertising
For example, if a user spends a large part of their online time watching videos of exotic destinations on YouTube and travel websites in the Google Content Network, the new system classifies them as a "travel enthusiast". As a result, the Google Content Network and YouTube will show this user more travel-related ads. Or if a user viewed a football jersey on a sportswear website in August, the website operator could show the user an ad on YouTube or GCN websites in December to draw their attention to special offers, for example their winter sales.
Little information about the GCN
At least that's the theory. How well the new service actually works will be tested with a few partner companies in a test phase starting in April this year. During this phase, for example, the interest categories will be expanded and refined. The service will then be available to all advertising customers at the beginning of 2010, according to Google. Interest-based ads can then be booked via the Adwords system. The company did not say at Wednesday's presentation when the new tool was developed or where it was developed. There was also no information about how many advertising partners Google has in Switzerland or how many belong to the Google Content Network. Google Head of Switzerland Andreas Schönenberger spoke of "hundreds of thousands" worldwide. An indication is given by the Reach figures of the market research company Comscore, which are, however, not certified.
No religion, no pornography
Google goes to some lengths to provide information about data protection for this service. It is repeatedly pointed out that the company does not collect any personal data and that it is not possible to tell who the person is from the data stored on the cookie. In addition, Internet users are given the opportunity to opt out in a so-called Ads Preferences Manager to expand or delete the interest categories. And if you don't want any interest-based ads at all, you can unsubscribe. Of course, the new system does not work if someone has deactivated cookies, but that is probably very few people. Google has also decided not to record "sensitive interests" such as religion, health or pornography.
Advertising cookie as the centerpiece
The Google Content Network (GCN) consists of Google's partner websites, which already provide the internet company with space for third-party advertising. What is new is that when a surfer accesses YouTube or the GCN, they are recognized and therefore shown advertising on the website that is tailored to them. And this is how it is done: the interests of the surfers are assigned to different interest categories via their entries on YouTube or the pages visited on the GCN and then stored in a cookie. The cookie in turn allows the websites on which interest-based ads are placed to identify the interests of the surfer based on the categories and to place appropriate advertising.
Travel lovers get travel advertising
For example, if a user spends a large part of their online time watching videos of exotic destinations on YouTube and travel websites in the Google Content Network, the new system classifies them as a "travel enthusiast". As a result, the Google Content Network and YouTube will show this user more travel-related ads. Or if a user viewed a football jersey on a sportswear website in August, the website operator could show the user an ad on YouTube or GCN websites in December to draw their attention to special offers, for example their winter sales.
Little information about the GCN
At least that's the theory. How well the new service actually works will be tested with a few partner companies in a test phase starting in April this year. During this phase, for example, the interest categories will be expanded and refined. The service will then be available to all advertising customers at the beginning of 2010, according to Google. Interest-based ads can then be booked via the Adwords system. The company did not say at Wednesday's presentation when the new tool was developed or where it was developed. There was also no information about how many advertising partners Google has in Switzerland or how many belong to the Google Content Network. Google Head of Switzerland Andreas Schönenberger spoke of "hundreds of thousands" worldwide. An indication is given by the Reach figures of the market research company Comscore, which are, however, not certified.
No religion, no pornography
Google goes to some lengths to provide information about data protection for this service. It is repeatedly pointed out that the company does not collect any personal data and that it is not possible to tell who the person is from the data stored on the cookie. In addition, Internet users are given the opportunity to opt out in a so-called Ads Preferences Manager to expand or delete the interest categories. And if you don't want any interest-based ads at all, you can unsubscribe. Of course, the new system does not work if someone has deactivated cookies, but that is probably very few people. Google has also decided not to record "sensitive interests" such as religion, health or pornography.
