Home > Security Concerns, Uncategorized > The impact of search engine on advertising

The impact of search engine on advertising

It seems most of us are not willing to pay attention to the ads that appear next to Google search results, but search-based ads were an amazing transformation in advertising. With the help of search engines, marketers can target their customers who are searching for exactly what those marketers want to offer.

Several years ago, Google introduced ads in Gmail that were intended to be contextually relevant to the email you were reading. Contextual advertising is always going to be a bit less relevant than search advertising. If I’m searching for “best hiking gear,” I’m likely looking to buy some. If I’m reading an article in the New York Times about hiking trails in Vermont, I might just be filling time while I wait in line to renew my driver’s license. And matching advertising to email is even harder. I might open an email about hiking and wonder how I got on an outdoor mailing list.

For Gmail ads, Google is now looking to use additional signals about how you interact with your mail beyond just the content of the message. They noted that when working on the Priority Inbox feature, they found that signals that determined what mail was important could also potentially be used to figure out what types of ads you might be most interested in.

For example, if you’ve recently received a lot of messages about photography or cameras, a deal from a local camera store might be interesting. On the other hand if you’ve reported these messages as spam, you probably don’t want to see that deal.

Ad platforms have been evolving use of behavioral targeting for a while, but it’s still early days. As for the changes in Gmail ads, it will be interesting to see if the types of email we get one day is part of the personalization algorithm for our search (and search ad) results and if what kinds of email lists we subscribe to and what types of things we search for impact the video ads we see on YouTube.

Add to that the predictive elements of search and that organizations such as Rapleaf can tie our email addresses to what we buy at the grocery store and it’s pretty clear that radical shifts in personalized advertising are likely not too far away.

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