Mindshare, February 2012
The new policy changes mean new opportunities for users and advertisers. Companies will be able to run ads across Google’s products based on a consumers’ Web history. Only activity logged while consumers are signed into their accounts can be used for this cross product targeting; Google has clearly taken note of Facebook recent run-in with the US Congress over their always-on tracking approach. The major news here is that it is the first time Google is offering such cross-product targeting opportunities. To summarize:
- The new policy replaces more than 60 existing product-specific privacy documents
- Google now states more clearly what data they collect and how they use it.
- Clarity that when you’re signed in, Google will use data to “refine and improve your own personal experience on Google. “
- Google are trying to be more upfront about personal data capture.
The benefits to advertisers will be abundant. For example, marketers will be able to target specific searchers with paid keyword ads based on their You Tube browsing history, e.g., only put Ford paid search ads in front of automotive video viewers. Such an integrated targeting platform will appeal to agencies and advertisers given the breadth and depth of Google’s data and asset portfolio. Furthermore, it will be help Google bolster sales on its display network, which has lagged behind others such as Facebook. The change will also continue to support their efforts in Google+ as advertisers will have will be able to leverage personalized data for targeting in the world’s top search and video destinations, something Facebook can’t do at the moment. Summary
The new privacy changes may raise concerns amongst Googlers about how the company will use the tracking information that it collects. Google competitors will be quick to put more fuel on the fire, although they may end up undermining their own ambitions as they attempt to use data for similar cross-platform targeting. However, Google will mostly likely remain defiant in the wake of these new changes both for competitive reasons as well as their belief that its approach is ethical, clear, and in the end creating a richer more personal experience for its consumers.Written by Shezad Iqbal, February 2, 2012