While it may seem that every ad network and their mother is jumping into behavioral targeting, Google’s taking a different approach. Concerned that behavioral targeting might upset the AdWords
cash cow applecart, Susan Wojcicki, Google’s vice president of product management for advertising, explained to Reuters why the company is testing session-based targeting, not profile-based.
“We believe that task-based information at the time (of a user’s search) is the most relevant information to what they are looking at,” she said. “We always want to be very careful about what information would or would not be used.”
Behavioral targeting has always concerned me. No, I’m not a privacy-pansy, but I do worry that a search engine would assume too much about my current search. Just because I spent all last week researching North Carolina’s hurricane season, doesn’t mean that I now want a weather forecast when I really want info on my favorite hockey team’s upcoming opponent.