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What Is Interest-Based Advertising?
By Vickie J. Scanlon
What is Interest-Based Advertising Defined
Interest-based advertising enables advertisers to reach users based on their interests and allows them to show
ads based on a user's previous interaction. Why is this important? Because Google is in the process of a launch
of the new interest-based advertising feature.
Google's hope is to help to better monetize your website more efficiently, increase value for advertisers and provide users ads that are more closely tied to their interest. Over the next few months Google will start offering interest-based advertising to a limited number of advertisers as part of a beta, before expanding to others later in 2009.
You (the publishers of the ads) will know that you have this feature if you look in "My Accounts" within your Google Adsense. If you have the Interest-based Ads Preference within your "My Accounts" or have been notified by Google, you will be required to update your Privacy Policy
to reflect the change in privacy to users. But first things, first. How does it work?
How Does It Work
Google will use what they call the "DoubleClick DART" cookie to display AdSense for content ads. When users either view or
click on the ad, a cookie may be dropped on that end user's browser. The data from the cookies are then used to help AdSense publishers
to better serve and manage the ads on the publisher's site(s).
Changes to Accommodate Interest-based Advertising
There are no ad code changes needed to prepare for the launch of interest-based advertising, except...
You will need to ensure that your site's privacy policies are up-to-date by April 8, 2009. Here is what you should put in your privacy policy.
Per Google the following information should be included in
your privacy policy.
* Google, as a third party vendor, uses cookies to serve ads on your site.
* Google's use of the DART cookie enables it to serve ads to your users based on their visit to your sites and other sites on the Internet.
* Users may opt out of the use of the DART cookie by visiting the Google ad and content network privacy
policy.
The NAI suggests that you use the following language in regards to the use of interest-bearing advertisements.
"We use third-party advertising companies to serve ads when you visit our website. These companies may use information (not including your name, address, email address, or telephone number) about your visits to this and other websites in order to provide advertisements about goods and services of interest to you. If you would like more information about this practice and to know your choices about not having this information used by these companies,
click here."
Opting Out of Interest-Based Ads
You can opt out of ads based on user interest, however, you will still need to update your privacy policy. Why?
Your site will continue to show ads based on user interactions with an advertiser, thus, your privacy policy will still need
to reflect interest-based advertising.
How is Google Protecting Privacy of Users
All information collected by Google through the interest-based advertising is in
accordance to Google privacy policy. They do not use the information to identify users personally, nor
use personally identifiable information to show interest-based ads.
In the new Ads Preferences Manager you will be able to see how the ads are being customized to the users
interests. (The Ads Preferences Manager can be found by clicking on most "Ads by Google" links you see on
Google ads throughout the web) -per Google.
Google is attempting to do three things: 1) provide users with ads more closely tied to their interest; 2) help advertisers reach
their campaign goals; 3) Help you, the publisher to monetize your website more effectively.
About the Author:
Vickie J Scanlon -- Visit her site at: http://www.myaffiliateplace.biz
for ebooks, notebook and laptop deals, utilities software, accounting
software, tech
accessories, the "How To" of Affiliate Marketing .
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