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Consumers Now Have the Ability to Block Your GoogleAds

Google announced yesterday via its blog, that it had instituted a feature in Google search and GMail ad transparency. This change will give consumers the ability to see why ads are being delivered (ie. what previous searches triggered the ads) as well as the ability to block ads from a particular company/advertiser. This option is available for all Google Ads delivered to a consumer.

Is it a cause for concern? Probably not as I believe a low percentage of people will actually utilize this feature, but it is certainly something you need to be aware of. I would equate this to "hiding" a company from your News Feed on Facebook, in a sense.

Below is an example of what a consumer would see should they choose to go into the "Ads Preferences Manager".



Do you think this will have any impact on your ability to target consumers or is this a non-factor?

Views: 54

Tags: adwords, google, marketing, ppc

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Comment by Keith Shetterly on November 2, 2011 at 3:35am
Ha!  Jason, correctomundo!  :)
Comment by Jason Manning on November 1, 2011 at 10:45pm
Seems like "relevant" is becomming more synonymous with "dinero."
Comment by Ralph Paglia on November 1, 2011 at 7:32pm

Ads in Gmail and your personal data

How Gmail Ads work

Ads that appear in Gmail are similar to the ads that appear next to Google search results and on content pages throughout the web. In Gmail, ads are related to the content of your messages. Our goal is to provide Gmail users with ads that are useful and relevant to their interests.

With features like Priority Inbox, we’ve been working hard to help sort through the ‘bacn’ in your messages -- the unimportant messages that get in your way. We use a similar approach with ads by using some of the same signals that help predict which messages are likely to be important to you, Gmail will better predict which ads may be useful to you. 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 targeting in Gmail is fully automated, and no humans read your email in order to target advertisements or related information. This type of automated scanning is how many email services, not just Gmail, provide features like spam filtering and spell checking. Ads are selected for relevance and served by Google computers using the same contextual advertising technology that powers Google's AdSense program.

Privacy, Transparency and User Choice

Google does not and will never rent, sell or share information that personally identifies you for marketing purposes without your express permission. No email content or other personally identifiable information will be provided to advertisers. We provide advertisers only aggregated non-personal information such as the number of times one of their ads was clicked.

Only ads classified as Family-Safe are distributed through our content network and to your Gmail inbox. Also, we are careful about the types of content we serve ads against. For example, Google may block certain ads from running next to an email about catastrophic news. In addition, we will not target ads based on sensitive information, such as race, religion, sexual orientation, health, or sensitive financial categories.

You can control the use of these signals from the Gmail Settings page. If you don't want to see ads in Gmail you have the option of using the HTML interface, or POP1 or IMAP. We're also committed to data liberation: if you decide to switch to a new email provider, it's easy to set up automatic forwarding for all new messages that arrive in your Gmail account.

Ads on the Gmail logout page


Occasionally we may show a banner ad on the Gmail logout page. This ad is different from other ads in Gmail since it’s not related to the content of your Gmail account. Instead, it's the same type of ad that appears on the YouTube homepage.

These banner ads use the DoubleClick cookie to help advertisers and publishers serve and manage ads, serve more relevant ads, and limit the number of times a given ad is shown to you. You can always opt out of the DoubleClick cookie at any time. If you opt out, ads will still be delivered to your browser, but won't use the functionality of the DoubleClick cooki

Comment by Arnold Tijerina on November 1, 2011 at 2:48pm
Thanks for the comment, Keith. I am not a Google guru or anything but thought it was interesting and potentially valuable news.
Comment by Keith Shetterly on November 1, 2011 at 1:16pm
Blocking an advertising category would be VERY worrisome; if they block your ads, they probably don't want to see them for some very negative reasons--so no big business loss there.  I am wondering how Google will compensate in the ad rotation if a searcher blocks your ads.  It is arguable that you would see more rotations through folks who constitute a more-interested audience.  That's my initial reaction, anyway.  Thanks Arnold!

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