Ads, no matter how annoying, are one of the main sources of revenue through the internet. In the past, consumers have grown tired by all the advertising and as a workaround to prevent ads from popping up now and then, have installed anti-tracking or ad-blocking software on their devices.
This has cost every agency or company that relies on ads for their revenue. Advertisers pay the company either on a ‘Cost per click’ basis which means every time an ad is clicked, the company gets a certain amount or by ‘cost per mille’ basis which means the company gets a certain amount every time an ad reaches 1000 views. In both conditions, repeat ads can have a negative impact since showing the same ad to the same user again and again will not add to the revenue.
Hence, as a workaround, keeping the user privacy in mind, Google has come up with a machine learning solution that will be rolled out next month or so. The solution will manage how frequently the same ad is being displayed to a user’s browser when third-party cookies are blocked.
The feature will be introduced to the Display & Video 360 advertising platform first but will later become a part of Google’s display ads.
According to Google:
Using traffic patterns where a third-party cookie is available and analyzing them at an aggregated level across Google Ad Manager publishers, we can create models to predict traffic patterns when a third-party cookie isn’t present. This allows us to estimate how likely it is for users to visit different publishers who are serving the same ads through Google Ad Manager.
If the machine learning predicts that the user has already seen a specific ad, it will avoid featuring it in the future.
It’s an important technology. It can be maddening being made to watch the same ad over and over.
Cmon, just set some cookies and be done with it. Its hilarious that these privacy molesters are trying to go the extra 1000 miles to prevent privacy compromise on some as petty as repeat ads. There must be more to it than meets the eye.