Google launches Interest Based Advertising System

Google has launched a test version of Interest Based Advertising System for its network of websites. Google will use its surveillance of web surfing habits to figure out which ads are best suited to each individual's interests.

Under this program, someone who frequently visits sites about cell phones might see more ads about cell phones even on sites that has nothing to do with cell phones.

The new system is designed to record the interests of users based on the pages they view and Internet searches they conduct, offering tailor-made advertising offers to match which can further be refined by the user.

The ads are set to debut within the next few weeks and will initially appear on Google's YouTube and thousands of other sites that belong to Google's ad network.

The tactic relies on technology that Google got last year in a $3.2 billion acquisition of the Internet ad service DoubleClick Inc.

According to Google, “Keyword advertising has been so successful because it's useful to users, advertisers and publishers - everyone's interests are aligned. We believe that interest based ads will create the same virtuous cycle, by giving users more relevant ads, while generating higher returns for advertisers and publishers”.

Google is following major rivals like Yahoo Inc. and Microsoft Corp. that already have been customizing ads based on the past activities of specific Web browsers. Until now, Google had been tying its ads solely to search requests and the general content on Web pages.

More on Interest Based Advertising from Official Google Blog

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