Google’s two-year beta project to harness behavioural targeting for adverts has now gone fully live.
The move will allow internet marketeers to target specific products at users who have searched for similar products, by analysing their browser history.
Google says the new system will evaluate what users have searched for, when, and how frequently they have searched.
Advertisers can then use this data to identify people most likely to buy their products or services, and directly target them with adverts through the Google Display Network – which Google says can reach 70% of internet users globally.
Because the system takes search chronology into account, it allows adverts to reach users at the right time, according to Google.
And it will allow better-targeted Google ads to be displayed outside the context of search – for instance, on popular product review pages. So, even if a potential customer hasn’t directly searched for a product – but is interested in reading about the product online – they will receive targeted ads for similar products.
The decision to push the beta live comes shortly after Facebook announced changes to its direct marketing tools, which can now trawl a users’ personal information, and “likes”, for extremely specific advertising.
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