Google seeks to give users more control over banner ads

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The Californian group seeks to offer its billions of users more relevant ads in the face of greater competition from platforms such as TikTok

Google seeks to give users more control over ads

Google, the world leader in digital advertising, this Thursday launched a new feature to give users more control over the ads that appear while browsing the internet. “Online ads shouldn't confuse or frustrate Internet users,” said Jerry Dischler, vice president of advertising, in a statement.

The new tool called “My Advertising Preferences” is supposed to make it easy to change what you want to watch, in the search engine and on YouTube in particular. Internet users should be able “to choose the topics and brands to show and hide” and “manage your advertising preferences without interrupting your online activities,” said Dischler.

The Californian group thus seeks to offer its thousands of millions of users more relevant ads, integrated into its design, in the face of greater competition from platforms such as TikTok, where advertisements are mixed with original content.

Pressed by critics

Google gives This step comes at a time when it faces numerous criticisms, from accusations of domain abuse to consumer complaints about the privacy of personal data.

< p>And just like Meta(owner of Facebook, Instagram, WhatsApp), the number two in the sector, Google had to comply with Apple's recent rules on iPhones, which requires applications to ask for the user's consent before they can be .

Google's new feature also makes it easier to disable ad personalization, which consumers sometimes feel oppressive as well. such as excluding ads about sensitive topics, such as alcohol, dating, weight loss or pregnancy.

Internet users will also be able to deactivate certain targeting criteria< /strong>, such as your YouTube video viewing history, your relationship status, or your professional industry.

Google and Facebook have already had to change their ad targeting practices several times, in particular to give more control over “cookies”, computer programs that track online browsing for advertising targeting purposes.

The sale of personalized advertisements on a large scale brings tens of billions of dollars each year to these Silicon Valley giants.

“Google is on track to generate $174.81 billion in advertising revenue in 2022, 17.3% more than the previous year”, according to Based on estimates from the consulting firm Insider Intelligence.