Search giant Google has unveiled interest-based advertising that targets ads based on the web browsing habits of its users.

In an official blog post, the company’s vice-president of product management, Susan Wojcicki, said the new system aims to make the advertising on its sites and those of its partners as relevant as possible to individuals.

Launched as a beta test on Google’s partner sites and on YouTube, interest-based advertising will associate categories of interest – such as sports, animals and cars – with users’ browsers based on the websites they visit.

Those categories will then be used to display internet advertising that it more relevant to the individual interests of a particular users.

Consumers will also be able to edit their own profiles, giving further details of subjects that appeal to them.

"Our advertisers and publisher partners have been asking us for a long time to offer interest-based advertising," said Ms Wojcicki.

Jack Wallington, chair of the Search Council at the Interactive Advertising Bureau, said recently that targeting web advertisements is proven to improve the effectiveness of internet marketing campaigns.

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