Google wants to give users more control over ads

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Google wants to give Internet users more control over ads

The new feature notably makes it easier to disable ad personalization.

Google, the world's number one digital advertising company, launched a new feature on Thursday to give more control to Internet users over the content of the ads that appear while browsing online.

Online ads shouldn't confuse or frustrate people online, said Jerry Dischler, vice president of advertising, in a statement.

The new tool, called My advertising preferences, is supposed to allow Internet users to easily change their preferences, on the search engine and on YouTube, in particular.

People should be able to choose themes and brands to show and hide, and manage their advertising preferences without interrupting their online activities, argues Jerry Dischler.

The Californian group thus intends to rally its billions of users with more relevant ads, which blend into their digital decor, while it faces increased competition from platforms like TikTok, where advertisements mix with original content.


Google faces many headwinds in its favorite playground, from accusations of abuse of dominance to complaints about personal data privacy.

And like Meta – number two in the industry – Google had to comply with recent Apple rules on iPhones that force apps to ask for people's consent before they can be tracked.

The new feature also makes it easier to deactivate the personalization of advertisements, sometimes experienced as oppressive by the public. It also allows you to exclude ads on sensitive topics, such as alcohol, weight loss or pregnancy.

Internet users can also deactivate certain criteria targeting, such as their history of videos viewed on YouTube, their relationship status or their professional sector.

Google and Facebook have already had to change their practices on several occasions, in particular to give more control to Internet users over cookies (cookies), these computer programs that track online browsing for advertising targeting purposes.

The sale hyper-scale personalized advertising generates tens of billions of dollars each year for the two Silicon Valley neighbors.

Google is on track to generate $174.81 billion in revenue advertising in 2022, i.e. 17.3% more over one year, estimates the firm Insider Intellig ence.

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