Google’s ads have become the new business models for some of the world’s largest brands.
And, while that is a welcome change for consumers, the trend is also driving advertisers deeper into the arms of big data companies, which are increasingly targeting advertisers based on their browsing habits.
The new ad models for companies including Starbucks and Nike are designed to increase their visibility in the advertising marketplace by leveraging the power of the Internet and the ability of their digital platforms to identify users’ browsing habits and then tailor ads to them.
Google said in a blog post on Thursday that it is now providing advertisers with the ability to make the same decisions they made for their consumers with respect to the ads they display in their search results.
In a recent post on the company’s blog, Google’s senior VP of ads, Matt Frank, explained that Google’s advertising network now has more than 2.2 billion users, and it has “a growing, dedicated and active audience that includes millions of Google users.
Google’s ad-supported ad network now reaches over 200 million people per month.”
Frank said the new model has been designed to work as follows:”For each ad you place on the Web, we will track your browsing history and use that data to tailor the ads to you based on what you’re most likely to be doing online, such as where you live, what you are reading, and what your preferences are.
Ads that target you based in the areas you’re likely to spend most of your time online also appear in your results.”
In addition, Google said, “We will now be able to deliver targeted advertising based on your browsing behavior, including where you are on your device, what pages you’re visiting, the content you’re watching, and your interests.”
The new model is based on a more personalized approach to what Google believes is the best way to deliver the most relevant ads.
Frank said in the post that the company believes its ad network “can deliver a variety of targeted advertising to advertisers that align with their specific interests and brands.”
For example, in the case of Starbucks, ads that focus on the coffee and tea industry may target people who are tea drinkers and coffee drinkers, he said.
But, he noted, advertisers can still target their ads based on where they are browsing, what they’re reading, their age and other factors.
“We will continue to build on our existing relationships with advertisers and the data we collect from our users to deliver new and innovative ways for advertisers to engage with us on the Internet,” he wrote.
“For example we will continue working with the companies that already use our data to build more personalized ads for their audiences.
We will continue expanding our ad partners across other types of audiences, such to sports, leisure, and tech-related audiences.”
Frank added that the change will allow advertisers to “use the same insights and data we use for our own content in advertising to better serve consumers, and help them make better-informed decisions about which ads to display and how to spend their time online.”
He said Google will continue focusing on creating a better online advertising experience for advertisers and consumers alike.