Even with all those Ph.Ds eating free food and getting massages, there's only one real smartass at Googleplex.
That would be Google's "smart ad serving system," also known as smartASS.
According to Susan Wojcicki, the Google exec in charge of ad products, that's the cute code-name Google has for the set of algorithms it uses to determine when and where and to whom it is best to display particular ads from particular advertisers.
Given the ads it displays to me via adsense ( particularly the image ads ) when I'm on non French sites they should call it the WTF..
Because that is my reaction to most of the ads..they bear no relation to the sites that I'm on ..nor to any "personalisation"..
They appear to be aimed entirely by Geo targeting..
They consist 80% of Groupon image ads for "example of future offre"( bad 3D renderings of fake watches or burgers or hotel interiors )..10% image ads for anti-virus for Windows ( I only use linux machines for surfing :)<= targeted ?
Or also 10% are image ads for one particular French company who make industrial resin floor treatments ( the ad shows a corner of a factory room with some odd pipework under a boiler ), and no explanation, nor even so much as a hint that it is an ad,( no text no logo, zilch, rien )..looks like a scene from an old console game set in "zombie territory"..
I know what the picture is now , because I clicked it and the website had a bigger version of the image with the rest of the boiler ( and the comapny header and their products list )..but they don't sell any product direct..( if they knew that their ad budget was being burnt this way ! )..
I keep the screen shots of the ads I get from Google on adsense on other peoples sites..they are so awful and irrelevant it would instantly explain to anyone why the CTR on their adsense has fallen through the floor and why "foreign traffic" is "zombie" non clicking"..foreign traffic gets shown crap "filler ads"..