Archives pour la catégorie “Google”

L’actualité de Google dans le ciblage comportemental

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14 08 2010

Google and the Search for the Future

Publié par Share dans Google

On one thing, however, Google is willing to bet: « The only way the problem [of insufficient revenue for news gathering] is going to be solved is by increasing monetization, and the only way I know of to increase monetization is through targeted ads. That’s our business. »

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11 08 2010

Google’s Next Frontier: DirecTV Partnership

Publié par Share dans Google, Television / IPTV

DirecTV will benefit as Google will brings new advertisers onto the cable space: about a third of Google’s TV advertisers haven’t used the medium before. Google TV ads can be narrowly targeted to reach certain demographics, which should grow advertisers’ return on investment and convince them to spend more.

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10 08 2010

Google Torn Over Personal Data Use

Publié par Share dans Data Privacy (Données Personnelles), Google

The Wall Street Journal has obtained a “confidential,” seven-page Google “vision statement,” which agonized over the issue of online privacy, and what liberties it should take with the vast amount of personal and behavioral data it collects from consumers.

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05 08 2010

Google Display Network series: Reach exactly the right audience with precision targeting

Publié par Share dans Google

Today, we’ll look at the robust targeting options available to help you reach your audience with your display campaigns. Reaching just the right audience is at the crux of every successful campaign. We continue to invest in powerful targeting technologies that enable this. Let’s look at what you can do today to reach your audience on the GDN.

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04 08 2010

Google CEO Schmidt: « People Aren’t Ready for the Technology Revolution »

Publié par Share dans Google

On the misuse of information for criminal or anti-social purposes: « The only way to manage this is true transparency and no anonymity. In a world of asynchronous threats, it is too dangerous for there not to be some way to identify you. We need a [verified] name service for people. Governments will demand it. »

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16 07 2010

Googles plans for display market dominance.

Publié par Share dans Google

Another reason why Google may want more control of the DSP trading interface market is that it will allow Google to take more control of the audience segments (data) that ad buyers build when they trade via a DSP. Presumably someone at Omnicom has thought about this, and has a tight contract with Google around data ownership and usage. Microsoft (AdECN) and Yahoo! (Right Media) have got some serious catching up to do. At the time of writing, both are still in closed beta trials of their RTB capabilities. What happened last time Google were given the space to develop a lead like this…?

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15 06 2010

Fiddling while Rome burns

Publié par Share dans Demand Side Platform, Google, zzz

For the sake of argument I’ll grant that the agencies and their holding companies might not have been able to anticipate Google’s dominance of search ads in the ’00s. But let me nip future arguments in the bud: Google is trying to lock up display like it did search. Now you know.

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02 06 2010

Google Reportedly Acquiring Invite Media For Approximately $70 Million

Publié par Share dans Google, Invite Media

This platform allows buyers to optimize online campaigns in real-time across multiple inventory sources, including Yahoo’s Right Media Exchange and Google’s DoubleClick Ad Exchange. Additional features include the ability to access third party data providers directly through the same central interface, gain reporting and analytics on key metrics, and build an internal “exchange practice” around a fully self-service platform.

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26 05 2010

New Tool for Brand Advertisers on the Google Content Network

Publié par Share dans Google, Key Figures (Chiffres Clés)

Today, in response to feedback from many of you who run branding campaigns, we’re announcing a new filter that allows you to show your ads only on AdSense sites among the 1000 largest on the web as defined by DoubleClick Ad Planner. This new feature will ensure that your ads reach a large number of users, but only on well-known sites best suited for branding goals.

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18 05 2010

More choice for users: browser-based opt-out for Google Analytics on the way

Publié par Share dans Data Privacy (Données Personnelles), Google

Over the past year, we have been exploring ways to offer users more choice on how their data is collected by Google Analytics. We concluded that the best approach would be to develop a global browser based plug-in to allow users to opt out of being tracked by Google Analytics.

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11 05 2010

Google’s Reasonable Surfer: How the Value of a Link May Differ Based upon Link and Document Features and User Data

Publié par Share dans Google

A system generates a model based on feature data relating to different features of a link from a linking document to a linked document and user behavior data relating to navigational actions associated with the link. The system also assigns a rank to a document based on the model.

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10 05 2010

Enhancements to Google’s Ad Offerings: Targeting

Publié par Share dans Google

Google has made many changes, not just in its ad formats, but in its buying models, targeting/delivery mechanisms, and advertiser tools as well. I thought I’d provide a high level overview of these new offerings, how they compare to what Google had previously, and what this means for advertisers and the industry.

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10 05 2010

The Great Click Debate

Publié par Share dans Facebook, Google

Google and Facebook self-service offerings that combine high levels of accountability with the efficiency of only paying for what you need have appealed to the long tail of niche advertisers and those with hard-to-reach target audiences and limited budget. Facebook ads seem to be good at doing this because of their size and target-ability

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07 04 2010

DoubleClick Ad Planner’s Audience Measurement Methodologies Submitted for MRC Audit

Publié par Share dans Audience Analytic Tools (Outils d'Analyse d'Audience), Google

As part of the MRC audit, we’re sharing more details about our data sources and methodology. For our traffic measurement, Ad Planner uses a hybrid measurement methodology that combines direct-measured site traffic, through Google Analytics data that publishers have chosen to opt in to provide us, and sample aggregated data from Google products and services. We currently have over 10,000 sites that are contributing direct measured opt-in data to Ad Planner. Our sample data comes from a variety of sources including anonymized, aggregated Google Toolbar data from users who have opted in to enhanced features, opt-in anonymous Google Analytics data, opt-in external consumer panel data, and other third-party market research. All of this data is aggregated over millions of users and is powered by computer algorithms. The breadth and reliability of this aggregated data means that our traffic measurements are among the most accurate in the industry…

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25 03 2010

Google Now Offering “Remarketing” To All AdWords Advertisers

Publié par Share dans Google, Retargeting / Remessenging (reciblage)

Last March Google initiated a trial of what it calls “remarketing” for display and text ads throughout its content network. Today it’s opening up the option for all AdWords advertisers. To be clear this is not “search retargeting” and doesn’t involve any Google.com query data.

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23 03 2010

Google Analytics Opt-out Browser Plug-in

Publié par Share dans Data Privacy (Données Personnelles), Google

Over the past year, we have been exploring ways to offer users more choice on how their data is collected by Google Analytics. We concluded that the best approach would be to develop a global browser based plug-in to allow users to opt out of being tracked by Google Analytics.

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15 03 2010

Google sees mobile ad rates passing PC rates

Publié par Share dans Geo-localisation, Google, Mobile (Téléphone Portable), Uncategorized

The availability of technology, such as the GPS data that can tell Google a phone user’s physical whereabouts, as helping the company create more « relevant » online ads.

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09 03 2010

20% des résultats de Google sont personnalisés à l’internaute

Publié par Share dans Google

Un ingénieur de Google a expliqué lors du dernier salon SMX West à Santa Clara qu’un résultat sur cinq renvoyé par le moteur de recherche Google était adapté au comportement de l’internaute : géolocalisation, historique de recherche, réseau social, etc. …

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08 03 2010

Why Google keeps your data forever, tracks you with ads

Publié par Share dans Google

Wong points to behavioral advertising, which Google jumped into last year. This sort of advertising relies on a vast ad network across many sites, and the ads record a visitor’s unique cookie. Google can collate this data on the back end and compile a list of interest categories associated with a particular user cookie; since most users never clean their cookies, this works well as a general ad targeting mechanism.

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02 03 2010

Segment Your Way to PPC Success, Part 2 of 2

Publié par Share dans Google

Experienced PPC managers know that proper campaign optimization calls for hyper targeting. This means setting up new campaigns to address small target audiences, and over time, “slicing and dicing” campaign elements to target smaller and smaller audiences.

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01 03 2010

Publicité en ligne : polémique sur le suivi des internautes

Publié par Share dans Data Privacy (Données Personnelles), Google, Microsoft, Weborama (adserving, BT, Adnetwork), Yahoo!

Soupçonné d’atteinte à la vie privée, le ciblage comportemental sur Internet devra être signalé aux Etats-Unis. Le Forum des droits sur Internet s’apprête à remettre un rapport sur le sujet.

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22 02 2010

Google Moves DoubleClick Into Next Generation Of Display Ad-Serving

Publié par Share dans Doubleclick / Google, Google

The advertising display industry continues to go through massive change in terms of targeting and how ads are bought and sold. Susan Wojcicki, vice president of product management at Google, pointed to changes in business models and technology during the IAB Annual Leadership Meeting 2010 in Carlsbad, Calif.

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14 02 2010

Better contextual matching

Publié par Share dans Google

We’ve recently started to expand the use of the query words in referral URLs to a few hours so we can so we can continue to deliver more relevant ads. The technical way that we’re doing this is by associating the relevant query words in the referral URL with the existing advertising cookie on the user’s browser. After a short period of time (a few hours) the query words are no longer used for the purposes of matching ads. Of course, users can continue to opt out of our advertising cookie at any time

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