Google has launched a test version of a new “interest-based advertising” system.

Published: 12 Mar 2009

Google has launched a test version of a new “interest-based advertising” system.

The new system is designed to record the interests of users based on the pages they view and Internet searches they conduct, offering tailor-made advertising offers to match which can then be further refined by the user.

“Keyword advertising has been so successful because it's useful to users, advertisers and publishers -- everyone's interests are aligned,” Google said.

“We believe that interest-based ads will create the same virtuous cycle, by giving users more relevant ads, while generating higher returns for advertisers and publishers,” it added.

The trial service launches on YouTube and Google from 11 March but advertisers will not be able to display advertisements until April. Initially a handful of advertisers will be invited to take part.

The system uses a cookie - a small piece of text that lives inside a web browser - to track users as they visit different websites that show ads through its AdSense programme.

Users will be assigned to categories based on the content of the pages they visit.

“If a user is a keen traveller and visits lots of travel sites, Google could show them more travel-related ads,” the search giant said in a statement. “We believe that ads are a valuable source of information that can connect people to products, services and ideas that interest them. By making ads more relevant and improving the connection between advertisers and our users, we can create more value,” it said.

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