Google ad deja vu with 'remarketing'

Google advertisers will now be able to target potential customers even after they leave their sites, by showing ads to those same customers across Google's network of partner sites.

Google is giving its customers more chances to reach their audience, which means you won't be seeing things if you're wondering why that same ad keeps appearing.

Google advertisers can now click the "audiences" button in their AdWords account and retarget consumers across the Web. Google

"Remarketing" is what Google is calling it, the new ability for Google advertisers to target customers who have visited their Web page with ads for their goods and services on other Web pages across the Google Content Network, which Google claims reaches 80 percent of the world's Internet users. Google provided the example of a basketball team who could show ads for discount tickets to Web surfers on other sites who had checked out the team's Web site earlier.

Google called this "interest-based marketing" in an interview with Search Engine Land, which rightly wondered how this is any different from "behavioral targeting," a term with a decidedly more negative connotation among lawmakers and privacy advocates. Such practices are certainly not unique to Google, however.

Along those lines, Google made sure to mention in its blog post announcing the feature how consumers can opt-out of the remarketing targeting through the Ads Preference Manager, located here.

About the author

    Tom Krazit writes about the ever-expanding world of Google, as the most prominent company on the Internet defends its search juggernaut while expanding into nearly anything it thinks possible. He has previously written about Apple, the traditional PC industry, and chip companies. E-mail Tom.

     

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