The Future of Advertising - John C. Dvorak
Advertisers in a computer magazine can make an assumption that is quite accurate. The readers of such a magazine probably have an interest in computers and may respond well to advertising for computer-related products. This is kind of the crux of special-interest publications, whether they're for computers, model railroading, audio, cooking, or whatever.
Google has taken this targeting one step further by aiming ads at people who literally state an interest with a search term. If you type in "Oakland Raiders Football," you are most certainly interested in a very narrow target. You are not typing it in because you are looking for a new boat. Opinion from PC Magazine: The Future of Advertising
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