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Great article on AdSense on TheAtlantic

Msg#: 4585828 posted 6:34 pm on Jun 19, 2013 (gmt 0)

I know we can't post links here, but for anyone who's interested there's a great interview with one of Google's SVPs who founded AdSense.

Just go to TheAtlantic's website and look for the headline "'Ads by Google': A Billion-Dollar Brainstorm Turns 10".

She talks a lot about the future of AdSense and where Google sees things going, with new formats, the kinds of sites AdSense works for, etc.



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Msg#: 4585828 posted 8:33 pm on Jun 19, 2013 (gmt 0)

So what we've really invested in has been audience targeting, and really trying to understand who the users are, and to understand what they want to see.
--Susan Wojcicki

In other words, IBAs


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Msg#: 4585828 posted 4:41 am on Jun 20, 2013 (gmt 0)

In other words, audience profiling.

What we pioneered 10 years ago was contextual targeting: the idea that if you have an article about cooking, or making a craft, or travel, then we would serve an ad that's relevant to that. So if you have an article about cooking, you have, say, an ad for the ingredients that go in the recipe.

I liked that, more than IBAs. I had to check a domain name and go figure, I've been chased for days with ads about buying the exact domain name. No context at all.


Msg#: 4585828 posted 9:17 pm on Jun 20, 2013 (gmt 0)

While it isn't much higher, contextual ads generate a higher CTR/RPM than IBAs, for me.

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