There has been a lot in the news about Google’s behavioural targeting launch; mainly surrounding privacy concerns. It is difficult to classify this targeting method as new news - most other major networks offer behavioural targeted advertising solutions (including PlatformA, Yahoo! & Microsoft), and have been for some time. In fact, Google are not including search data in their behavioural profiles whereas their competitors are.
The data used for targeting purposes is anonymous – as with the other offerings in the market – so there should be little cause for concern... especially as they are signed up to the IABs Good Practice Principles which was launched to help consumers understand online behavioural advertising and how their privacy is protected.
Ads targeted to consumers based on their behaviour can only serve to deliver a more relevant experience, and a great opportunity for advertisers to tailor the way they communicate with consumers.
For more info on the Good Practice Principles visit www.youronlinechoices.co.uk