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This article was published on August 7, 2008

Google introduces cookie that improves advertiser’s life

Google introduces cookie that improves advertiser’s life
Ernst-Jan Pfauth
Story by

Ernst-Jan Pfauth

Ernst-Jan Pfauth is the former Editor in Chief of Internet at NRC Handelsblad, as well as an acclaimed technology author and columnist. He a Ernst-Jan Pfauth is the former Editor in Chief of Internet at NRC Handelsblad, as well as an acclaimed technology author and columnist. He also served as The Next Web’s blog’s first blogger and Editor in Chief, back in 2008. At De Correspondent, Ernst-Jan serves as publisher, fostering the expansion of the platform.

Google Adsense has announced some key enhancements, based on the technologies of the in March acquired Doubleclick. These improvements will offer a “better experience for users” (meaning less annoying and less privacy) and “better value for advertisers” (meaning more statistics and control):

These steps will be introduced in the coming months:

  • Frequency Capping: Enables advertisers to control the number of times a user sees an ad. Users will have a better experience on Google content network sites because they will no longer see the same ad over and over again.
  • Frequency Reporting: Provides insight into the number of people who have seen an ad campaign, and how many times, on average, people are seeing these ads.
  • Improved Ads Quality: Brings performance improvements within the Google content network.
  • View-Through Conversions: Enables advertisers to gain insights on how many users visited their sites after seeing an ad. This helps advertisers determine the best places to advertise so users will see more relevant ads.

To be able to provide these new statistics, Google needs to follow your footprints through the Google Network. So Google will embed a cookie that monitors how many times you’ve seen an ad and whether you clicked on it. If this doesn’t sound like a good idea to you, there’s the possibility to opt out.

How about the not-so savvy users?

As a savvy user, you’ll be aware of this. But the majority of people browsing around the Google network still think there only is an analog version of cookies (the ones you’ll find in a jar). So how will they be able to know Google is tracking most of their online activity?