Recently Google announced its new ad targeting scheme, which tracks and uses your search results over time to composite an idea of the content you care about. Then it dishes out ads relevant to your alleged interests, and hopes you’re more likely to click them. The Consumerist calls it “relatively benign” while Rob Pegoraro at the Washington Post calls it “more relevant, a little scarier, or both.”
It’s hard to tell at this early stage how intrusive it will be, but I don’t think it’s much to be concerned about. I think sometimes people miss the point that browsing online is never truly private. Google’s goal is to help give people ads they want, which makes you more likely to find what you need online, and helps keep web sites more likely to stay in business. In a way, a noble goal, even if it means that your data is stored and someone could be spying on it somewhere.
Personally, I just don’t think my search results are all that interesting or worth spying on…but maybe I’m just more boring than the norm. I’m also in the habit of searching for things that I want to know now but won’t necessarily care about a few days later. Am I going to start getting ads for anti-virus products, because I search and write about security? I’m curious whether the algorithm will build a list of interests you repeatedly search for, rather than haphazardly dropping everything in.
Luckily you can edit your ad preferences and see what they’ve saved about you, just by clicking here. And they’ve made it easy to opt out of the system–the Consumerist explains how.
For now I think I’ll keep my name up and just see what happens.