Through the years, we have seen different kinds of advertisements. There’s contextual advertising that exists in Adsense and Kontera. There’s also other forms such as video as well as social media advertising. With all these, it is obvious that advertisers are now valuing their market. They want to make sure that the ads reach the right audience to maximize conversion.
Now here is where interest-based advertising comes in. We have received announcement from the Inside Adsense blog that they are implementing this new kind of advertising.
Over the next few months we’ll start offering interest-based advertising to a limited number of advertisers as part of a beta, and expand the offering later in 2009. Whether the advertiser’s goal is to drive brand awareness or increase responses to their ads, these capabilities can help expand the success of their campaigns and should increase your earnings as advertiser participation increases.
Remember those times when Google have been trying to guess what’s on your mind? Now they seemed to have found one of the solutions. Now as you surf websites and click on certain ads, Google will now record your interest with a cookie. With this, you will see ads based on your interest on other websites.
I think this is good news for both parties. The owner of the website will have higher conversions because he is serving the interest of his surfer while the surfer gets the ads that feeds his interest. You get the idea. It’s not about contextual advertising anymore. It’s about serving the interest of the user.
Of course, it may seem all positive at first. But the problem I see here is that people have varied, changing interests. Some people may be interested on one thing at a certain time then become uninterested in it the next. I wonder how Google is going to address this problem.
But publishers do not need to worry. They have the choice to implement interest based advertising or not. It is entirely up to their discretion. Also, like adsense, they can filter out certain websites with a competitive filter. Just some features Google added that should ease the publishers’ minds.
But still, interest-based advertising is an interesting change. Some may be afraid of it while others may try it. Since it’s new, we still don’t know its conversion possibilities. I guess we should stand by those publishers who will try this new kind of advertising.
For questions and concerns about this topic, you may visit Google Adsense Help.