Google recently announced they would be using data from the websites we visit and content interacted with from their various services, to deliver behavioral targeted AdSense ads.
This was no real surprise, with Google continuing to build upon their display offering, and growing their content network.
Theoretically, it could only be of benefit to Google’s partners and AdSense users, being able to display ads more tailored to consumers and the opportunity of a better proposition across the smaller sites within the Google network.
Once a user’s website preferences have been recorded, they are given a category code against their profile, which in turn is used to deliver the targeted ads.
The growth of Google’s content network has been impressive, but will it be the case that the introduction of behavioural targeting as a way of targeting across their network will add quality return on investment to advertisers? Or simply more revenue for Google.
Competition is becoming increasingly fierce in search engine marketing as companies are identifying gaps left in the market by the recession. Small to medium sized businesses are getting in on the act in particular. Though a welcomed introduction to targeting opportunity across the Google content network, I would argue Google’s latest effort to enhance the reach obtainable to advertisers just doesn’t have the substance and quality required to forcefully push the market into further growth.
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One Comment
Why do you say this: “I would argue Google’s latest effort to enhance the reach obtainable to advertisers just doesn’t have the substance and quality required to forcefully push the market into further growth.”
No one has a larger network of websites — there are something like 38 million domains running AdSense alone. There’s no comparison in terms of the amount of data they can derive and the platform through which they can leverage it.