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Nieman Journalism Lab
Pushing to the future of journalism — A project of the Nieman Foundation at Harvard

Google: “What ads do you want?”

Google has long understood and built a business around the notion that, when someone says, “I hate advertising,” what he really means is “I hate advertising that’s absolutely irrelevant to me or that is a visual assault.” Thus, AdSense, which revolutionized online advertising by attempting to gauge what online users were interested in through the pages they visited or the things they searched for.

Today, Google takes it a big step further by asking: “No, really, what is it that you’d like to see?”

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That’s Google’s new Ads Preferences Manager, which allows you to tell it exactly which category of ads you’d like to see as you browse the web. To repeat: You tell them what you want to see.

It remains to be seen how well this will work, but clearly Google is proceeding from a point of view that would serve the news industry well as we look to find better ways to monetize our sizable and diverse audience.

By making ads more relevant, and improving the connection between advertisers and our users, we can create more value for everyone. Users get more useful ads, and these more relevant ads generate higher returns for advertisers and publishers. Advertising is the lifeblood of the digital economy: it helps support the content and services we all enjoy for free online today, including much of our news, search, email, video and social networks.

                                   
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Joseph Lichterman    Aug. 26, 2014
Previously proudly without a homepage, the business site is trying to shift its email success to the web to build loyalty.
  • http://newsafternewspapers.blogspot.com/ Martin Langeveld

    Individuated advertising!

  • http://www.survivalinsurance.com Barry Shereshevsky

    I recently started a google campaign and noticed this new service. It really helps you get closer and closer to the ideal scene.

  • Pingback: Google offers many new marketing tools « Auto Insurance 101 or 2.0 or 2.0.1

  • Alex D

    This is very important step in the evolution of search! The era of keywords is almost over! Era of interest-based advertising just started.
    People search the internet according their short or long term interests. Therefore all searches are just expression of these interests. Interests are the driving factor of search on the Internet.
    For a list of top 1000 interests look at http://www.interestmatrix.com/top1000.php
    The next step will be using cross-reference of interests. Like if you are already indicated interest in X you should be also interested in Y. The only site that has a list of practically all interests and cross-reference of them is http://www.interestmatrix.com
    To participate in Google beta you have to fill out the form http://adwords.google.com/support/bin/request.py?display=form&f=audience

  • Jenny

    This is a great idea! How can the newspaper industry complain about losing money by switching to online when ads online can be so much more profitable when they are individualized like this? The main complaint against reading news online is the annoying pop-up ads – but with services like this, it could make reading online even better than print.