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Since not every single one gets clicked on, Google's ads might be considered less than perfect. A new patent application would make behavioral targeting a central part of improving them.
Patent news is, of course, somewhat noncommittal by nature. We've all heard about patent trolls - people (or companies) who try to own every obvious detail or outlandish possibility purely for the sake of profit. And even though Google doesn't fall into this category, it (along with most other businesses) doesn't make use of every patent for which it applies.
Still, some interesting ideas are on display among the 11,000 or so words in the application (filed last week by Googler Krishna Bharat), and for a path through the scientist-speak, we can turn to Barry Schwartz.
Schwartz, after giving a hat tip to Bill Slawski, summarizes, "Based on a user's behavior, Google may adapt the AdSense ads in one or more of these methods: Change the number of ads to show . . . . Change the type of ads displayed . . . . change the style of the ad displayed including the age of that content, and the type of content (e.g., text, graphics, video, audio, mixed media, etc.) . . . . Previous queries may be used to better associated geographic information to the ad . . . . Or more information."
Hopefully this doesn't mean people who try to ignore advertisements will be buried under a sea of them, and the same group probably wouldn't appreciate ads that make sounds. Also, even as NBC's "30 Rock" explained the uncanny valley's relation to humanlike entities, Google might not want to get too eerily insightful about what ads it shows users.
Still, Schwartz later continues, "Google may also use behavioral targeting to change factors for advertisers including: Ad price information . . . . Ad performance information . . . . Targeting criteria match information, and . . . . Advertiser quality information." So it seems that the search giant is trying to think through all the ways in which this sort of stuff can be useful.
A timeframe for any changes remains completely unknown, of course; there hasn't been so much as an applicable peep from either the Google Public Policy Blog or the company's mainstream Press Center. It's entirely possible that the proposed changes will be discarded as new ideas come up or old ones fail to work out as planned.
Meanwhile, it'll be worth watching Microsoft, Yahoo, AOL, Ask, and every other search company to see if they pursue similar paths. Patent applications sometimes spill the beans, so to speak, and set off a race even as businesses try to stay in the clear legally.
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Comments
Won't work
I don't think this will work. Moods set the tone for searches, if they decide to profile you and return relevent results they won't always be so relevent. What if several people all use the same IP? Are they all the same searcher?
Ah... but not all patents are used! Could it be that Google are just running up some more smoke and mirrors? Could it be that this is just one more joker that Google is trying to play to make the life of everyday SEO more confusing?
Who knows... but I'll believe it when I truly see it.
Session profiling perhaps. But that is as far as I can see it going. No more than a session cookie. Is Google the Cookie Monster?
reklaminburda
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Google needs to take the lead
As Google controls 90% of search on net, they need to take the lead and server ads on the basis of visitors rather then content alone.
Tina
What about the eclectic
This is all great IF:
The trouble with profiling (this is profiling) is that it pigeon holes the profiled. Are we now a society that wants to be limited to what we desire? To be exposed only to the things that are pre-supposed to be the BEST for us?
But anyway, since marketing is for the masses, then bring on the sheep! I'm sure that my profile is not what marketers make billions on. I listen too closely to the disclaimers on drug commercials. Why would
I want to consume their products? I do not want my surfing to be inundated with the crap some computer snippet thinks is best for me.
You don't know what you don't know. If the targeting is successful then you will know even less since you will be presented with fewer choices. And what about your loss of privacy? Are you willing to give it away? If so, then send me your information on your bank accounts and assets. I'll be glad to introduce you to an age old concept - A fool and their money are soon parted!
Inevitable Changes
I think it is inevitable that Google are going to make changes to how thier search rankings work, they are ahead of the game & they need to stay ahead!!
It also gives companies like the one I work for (4P's Marketing) good opportunites to keep our clients at the top of the search engines.
Good idea
I will enjoy having my Adsense ads targetted more at my readers, rather than relying soley on the few words on my site. There's a reason I set my template up to only show Google ads on pages that have comments. Targetting is important.
Good thinking
I think it's about time that middlemen like Google paid more attention to the needs of the consumer. So Google, this time, gets the big thumbs up from me.
There is nothing worse than landing on a web page and finding that the adds are public service or irrelevant to what you, personally, are looking for.
The big question is going to be, will Google be able to make it work?
What people are searching for changes with their growing understanding of a topic. This means, of course, trying to write the program to take that growth and rate of growth into account somehow. Not impossible, but it's hard to see how a giant mass of information called the internet, which is broken up into billions of topics ... I just see it as being quite difficult to achieve.
That would be some algorithm of human behavior to achieve.
Google must be giving users what they want
I remember when I first started using search engines, Yahoo was the only one for me.
Now I always use Google, it is user friendly and apart from a spell a year or so ago, it returns the results I am looking for.
I have no doubt if and when in the future a better solution appears, I will jump ship to the search facility that provides me with accurate and relevant results, until then, Google is king.
How are they going to track your habits?
Its that whole love/hate relationship I have with Google. I, for one, don't allow them to customize my search results. Something that they will do if you are logged in. I want to see my raw placement and eveyone elses. And I it bugs me a bit to think that they want to track me that closely. I know to them I am just an IP address, but when is too much, too much?
Plus, it seems to me that too much tinkering may make things worse.
Just my thoughts.
Google's Patent Appl
I thought this is what most search engines are doing now: when you search for things, it automatically will start sending you sites of your interest and never ceases.
If Google starts to misbehave, subscribers will go elsewhere.
Bigger Brother
As each day passes more and more of the Big Brother Regime gets Bigger and everything we do is scrutinized. This is the information age and it is no surprise that the information that is collected is constantly provided by every one of our snippets of behaviour. This is something we can not change but have to accept.
Hopefully it will be like a gigantic tsunami headed our way but we we have super surfboards to ride the waves and come out on top. I imagine a very funny picture of a gigantic google man standing over all of us with pockets filled with banks and a few coins falling down on the ants below it which symbolizes advertisers and buyers. I will just try to get closer to the feet to pick up a few extra coins.
GOOGLE BOYCOTT
I can;t stand google. I don't have an ounce of respect for them... not even to capitalize their name. They are a complete fraud that cares about nobody but themselves. Stockholders need to get a grip.... Google is the next Enron... a crumbling empire!!! it's coming... you watch and see!
Enron vs Google...
Enron wasn't honest with their accounting. While google may not be honest with their no profit statements, I don't think they will go down the same way Enron did.
However, I could see them as GM, but even GM and Ford are still around a century later. I doubt that google will ever be completely obsolete in the same way that Enron now is.
Being in the bug business I could try to say the same thing about Orkin and Terminix, both of which are overpriced for the quality of service they provide, but they are powerful because they have deep pockets. And they will continue to just buy out other companies. Its an equation to them. They know statistically they will retain X number of customers for Y years. Given that equation they know how much to pay and still turn a profit even if they loose all of those customers eventually.
Money talks and walks.
Google should invest time on their algorythms first
I find Yahoo depicts a more accurate search result than Google. It is a shame that Google is not working towards a more accurate algorythm before adjust the search results for sponsored ads. I guess if they were to fix the natural listings revenue for sponsored ads would decrease.
Behavioral Targeting
Ok,
So when it is all said and done, what happens to the small business owner who is having a tough enough time keeping up with all the changes now..
Enough is Enough, it is time to simply put up a Commerical Search Engine who is straight up with their users..
NO more landing page optimization
No more PPC
No more SEO
Search Simplified
That's a long shot....
I would say that your simple site has a long ways to go before it competes with google....
google advertising
The more adds companies shove down my throat or put in my face, the less I buy from them. I am sure I am not the only one who feels this way. Don't call me, I'll call you is what I am saying. Targetting web users is useless for the most part. The things I look at and buy online are very different from what I buy in the store. They should stop trying to pidgeon hole us.
Thank you for the very
Thank you for the very informative article.
The Google recently cancel my account and without a reason
just like that without explanation and I am looking up for the Why?
I like GOOGLE
I like GOOGLE
dick
dick
Great Article
Great article. I have an website at start now and it seems that google ads are not so clicked anyway.
Response to Behavioral Targeting
Thank you for the very informative article. The lack of moral conscience on the part of Corporate Webmasters has had them acquiring thiis data for years, it's only appropriate that they now use it to drive up profits. If someone wants to let google know everything about themselves so that Google can charge greater advertising fees and that they, the consumer, will get bomarded, all the power to them.
Thanks again for keeping us up to speed, I will look for your articles in the future.
Dominic Sardone
dom@designsbydom.com
561 254-7902
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