Friday, March 13, 2009

“Interest-based advertising”, the rebirth of behavioral targeting. By Even Aas-Eng

Two days ago Google launched their new display product with new targeting options. You will now be able to target user based on their browser history, the site they visit and the pages they view.
The service is still in beta but will soon be launched across Google’s massive adsense network and give it a long overdue facelift.

I assume that the “interest-based advertising” service is based on Doubleclick technology. If that is correct this is the first significant outcome of Google’s takeover of the company in 2007. It has taken two years to take the new display product to market, it must have been frustrating!

I think it’s funny that the term “behavioral targeting” seems to have disappeared after the US congressional hearings last fall about online targeting and privacy issues. In order to stay away from the heat Google has also implemented a lot of user friendly features to their new service. You can choose categories of advertising and you can off course choose not to be targeted at all. No one will probably ever discover these opportunities but Google’s has its back free.

So make no mistake behavioral targeting is back but it has a new name, “interest-based advertising”

More info can be found here:

1 comment:

alexdruk said...

This is very important step in the evolution of search! The era of keywords is almost over! Era of interest-based advertising just started.
People search the internet according their short or long term interests. Therefore all searches are just expression of these interests. Interests are the driving factor of search on the Internet.
For the list of top interests look at
The next step will be using cross-reference of interests. Like if you are already indicated interest in X you should be also interested in Y. See the site that has a list of practically all interests and cross-reference of them is
To participate in Google beta you have to fill out the form