Google moves into behavioural targeting

Google is to launch behavioural targeting ads on YouTube and the Google Content Network in a bid to compete with competitors.

The ads, which Google is calling interest-based advertising, will launch in beta and give advertisers the opportunity to draw on Google’s wide reaching network to target users based on their interests.

Google has moved quickly to assure the market that the service will not use information stored within Google Accounts.

In a first for a major company, Google will give users the ability to access and edit the interest categories it has compiled via its Ad Preferences tool, or opt out entirely.

Google will use cookies to track users across its content network and YouTube and serve ads based on assigned categories such as sports enthusiasts or car buyers.

The service will launch in beta in early April with a small number of advertisers in the US and Europe. Google aims to make the service widely available by the end of the year.

A Google statement said: “We think we can make online advertising even more relevant and useful by using additional information about the websites people visit.

“Over time we expect our ability to get the right ad in front of the right person at the right time to improve as we build interest categories with the help of our users and publishers.”

Google’s move into behavioural targeting has been rumoured for some time following Google’s purchase of ad-serving company DoubleClick last year.

But the move could cause further friction with online publishers, who have expressed concerns about handing over user data and inventory to ad networks (nma 5 February).

It comes one week after new media age revealed Google was among a group of key industry players who had partnered with the Internet Advertising Bureau to issue good-practice guidelines and launch consumer education for behavioural targeting in a bid to settle the furore over the practice (nma 5 March).

This story first appeared on newmediaage.co.uk

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here