Google’s first steps into behavioural targeted ads
Google’s first tentative steps into behavioural targeted advertising have met with a pretty warm reception, particularly as it has attempted to steer clear of the privacy issues that have dogged companies such as Phorm.
Google’s system tracks users via a cookie related to only one browser, so the system does not track email or documents which include a user’s personal information (see Google introduces behavioural targeted ads).
Infectious Media co-founder Andy Cocker told Newsline that it had been just a matter of time before Google released a behavioural targeted ad system, adding “they have clearly gone to great lengths to introduce it in a simple, (relatively) transparent and cautious way”.
“The media whipped up an ‘information privacy’ storm around Phorm, and I suspect that Google were waiting for that to die down a little before dipping their toe in the water in a very controlled way, with plenty of user control and opt out-ability,” he said.
Cocker added that he expected Google to go further with its behavioural system. He said: “This is a significant announcement, but one that in my view, is simply the first stage in a much more complex behavioural product rollout.
“The big thing missing in all of this, is the use of Google’s search data in the targeting formula. Make no mistake, this will come in the future – Yahoo! announced their own search/behavioural retargeting solution last week – but I suspect Google will wait for people to become comfortable with this simple model first, before ramping up the sophistication with the reams of data they hold.”
Nick Suckley, co-founder of Agenda21, was also encouraged by the way Google has approached the format. “It’s been an emotive issue recently and it’s encouraging that Google haven’t simply steamed in guns blazing. Privacy is obviously a concern and despite the hype around Phorm, data suggests that people would prefer to get more relevant advertising,” he said.
The new system gives users the opportunity to opt-out and change their preferences, allowing them to have much greater control than with other behavioural ad systems.
Suckley stressed that Google must be careful how it uses the masses of data it gathers from users. “I think there’s a fine line between better targeted advertising and snooping. What sets Google apart is it’s potential to draw in personal data from other products like Gmail, Google Documents, You Tube and most of all, Google’s own Chrome browser. My concern is that once joined together there is an immense amount of personal data held on people in various Google products.
“So far the system won’t factor in data from these other Google products but surely it’s only a matter of time. Yes, people can manage their own preferences with a manager but really, most people simply aren’t that web savvy and the default setting will prevail for most people online. This is something I’d be really concerned about as it has the potential to move Google into spyware territory.”
Suckley added that, looking at the new service from an advertiser point of view, “just because you can do something doesn’t mean you should”.
He added: “Behavioural needs a lightness of touch in it’s execution otherwise you risk intruding into people’s privacy. It’s less about the technology and more down to how advertisers use (or abuse) this technology.
“Campaigns will only be as smart as the behavioural rules set for the campaign and I can imagine some advertisers getting it wrong – poor targeting, stalking consumers with too much media, delivering ads into an inappropriate context by letting a computer set the rules. It’s the advertiser who is ultimately responsible for how their ads are delivered – getting the behavioural rules right is key to success.”