Google AdSense Ads May Become More Behaviorally Targeted

Bill Slawski analyzed a newly published patent application by Google named Rendering Advertisements with Documents Having One or More Topics Using User Topic Interest Information.

In short, the patent application documents methods Google can use to make Google’s contextual ads, AdSense, more behaviorally relevant to the user based on Google Toolbar data. Of course, this is just a patent application. It does not mean Google is using any of the methods listed in the application, but it does mean Google has deeply looked at using such methods.

Based on a user’s behavior, Google may adapt the AdSense ads in one or more of these methods:

(1) Change the number of ads to show (2) Change the type of ads displayed (3) change the style of the ad displayed, including the age of that content and the type of content (e.g., text, graphics, video, audio, mixed media, etc.), (4) Previous queries may be used to be better associated geographic information to the ad (5) Or more information

Bill isolates behavior Google says they may monitor in this patent application, including cursor positioning, cursor dwell time, document item (e.g., link, control button, etc.) selection, user eye direction relative to the document, user facial expressions, user expressions and/or user input (e.g., increasing the volume of an audio segment), and more.

We know Google already allows demographic targeting on the contextual side, but Google may also use behavioral targeting to change factors for advertisers, including:

(1) Ad price information, (2) Ad performance information, (3) Targeting criteria match information, and (4) Advertiser quality information.

Let’s not forget any privacy implications of using a patent application like this, especially when Google has said they are not ready to behavioral target any time soon.

Related Topics: Channel: Display | Google: AdSense


About The Author: is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide