Google’s Taking a Closer Look… at You

Google has announced a new feature for its AdSense Advertising network – Interest-Based Advertising. Often known by its more Orwellian moniker, “behavior targeting”, Interest-Based Advertising gives advertisers a way to deliver their ads to users who have shown interest in related items.

In short, Google plans to track your online moves and build a collection of “interests” based on the websites you visit. For example, if you start your day on the Major League Baseball homepage everyday, Google will know that you’re more likely to respond to ads for baseball paraphernalia.

Along similar lines are the “previous interaction” ads which will allow Google to show ads based on demonstrated behaviors. For example, if you put a shiny new Nikon D700 in your shopping cart, but never actually purchase it, Google will offer Charlotte, NC branding, marketing, communications and advertising agencies a way to place ads for the D700. Think of it as a way of constantly reminding you of the things you’re lusting after.

Creeped out yet? Well, on the plus side Google is handling the rather sensitive issues surrounding behavior tracking with a reasonable set of privacy controls. The first is that Google is allowing users to control their interest profiles, something many other similar ad systems don’t allow.

In a perfect world Google’s new ad system would be opt-in. Unfortunately in our world it’s opt-out. Perhaps not ideal, but at least you can turn it off.