Lately, some SEO related blogs have commented on the possibility that Google will introduce Adsense ads which are behaviorally targeted. These speculations were initiated by a recently patent application which appeared on the U.S. Patent and Trademark Office’s website. An effective behaviorally targeted Adsense system has the potential to additionally improve the clickthrough rates for these ads, producing greater revenue for Google and its affiliates.

The patent application text points out that some keywords hold multiple meanings, which makes it more difficult to target advertising to them using traditional methods. It contains references to observing the internet user’s mouse cursor movements so as to help determine their interests, and use this data for behaviorally targeted ads. The application does not specifically mention Adsense ads, so other Google promotional content like sponsored search results might also use this new technique if it is implemented.

Two different techniques for monitoring user activity are described in the application. A combination of Javascript and data storage in cookies is one option for recording user actions to use with the behaviorally targeted ads. Another option is to track activity through the Google Toolbar or via a browser extension. It appears as if one of these methods would also be applied to insert the behaviorally targeted Adsense ads into the webpage being viewed.

Potential obstacles to the effectiveness of such a system include the fact that many people turn off cookies or delete them regularly, and not everyone uses the Google Toolbar. It is likely that some people would stop using the Toolbar if it were to begin tracking their mouse cursor movements. While some users might appreciate Adsense ads which are more behaviorally targeted and interesting to them, it is doubtful that many would be willing to sacrifice privacy for this.

Google’s behaviorally targeted concept appears heavily dependent upon the theory that the position of a user’s mouse cursor (and how long it stays in a particular location) indicates interest in specific subjects. It remains to be seen how valid this theory is, especially with people who regularly use mouse scroll wheels or laptop pointing devices.

Krishna Bharat is indicated on the application as the inventor of the new behaviorally targeted ad system. Google’s website states that he is a Google Principal Scientist, and also was responsible for proposing the creation of Google News. Adsense ads are used by many websites to generate revenue without attracting individual advertisers.

No related posts.