In a potentially significant move for advertisers Google has started testing behavioural targeting on YouTube and the AdSense network. Google will begin maintaining interest-based profiles on the basis of a users previous surfing activity. They will then deliver targeted ads on the basis of that prior activity.
The move is particularly surprising given the furore surrounding Phorm and the resultant vocal opposition from privacy groups. Google have stated however that the targeting will be undertaken in accordance with the recent guidelines on behavioural targeting released in both the UK and the US.
While Google have said that they will not be offering behavioural targeting on the basis of browsers search habits you have to wonder how long before this decision is also reversed as advertisers call for it – particularly as Google previously stated they would never undertake behavioural targeting. Nonetheless this represents interesting possibilities for financial services marketers.
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