Google recently announced that it would be making some changes to its advertising technology. The changes to its advertising technology are aimed at protecting peoples privacy. This decision to make the changes to its advertising technology comes after increased pressure from the European Union. The European Union has been pressing the tech giants to do more to protect the privacy of users.
Google Makes Changes to Its Advertising Technology
According to the tech giants, come February, Google will be making some serious changes to its advertising technology. One of such changes include not divulging information to participants in its ad auction about the type of content on a website or page where an ad could appear. This type of targeting is a major reason why Google was able to absorb the bulk of online ads bought and sold with machines, so-called programmatic advertising. Google doesn’t share its sales from web display ads but frequently cites programmatic as a key driver of revenue growth.
Usually, Google includes contextual content categories in the bid requests it sends to buyers participating in an auction. This indicates whether the website is about news or weather, fashion etc. By providing advertisers with the information, they are helping them avoid displaying ads alongside content they don’t deem suitable for their brands.
Google Speaks about the Decision
Chetna Bindra, senior product manager for user trust and privacy at Google confirmed the announcement in a blog post. According to Bindra, the change will help avoid the risk that any participant in their auctions is able to associate individual ad identifiers with Google’s contextual content categories.
She talked about how trust is the foundation of a healthy and sustainable advertising ecosystem. That’s why they are working across products to ensure that their policies and practices are evolving to reflect people’s changing expectations around how data is collected and used. She stated that they will continue to ensure that people’s choices about the use of their data are respected, offer users additional controls, and increase transparency into how digital advertising works.