Nearly a decade after its initial launch, Google has given its consumer Ad Settings dashboard a makeover.  

Data control

The ‘new Ad Settings’ from Google make it easier for consumers to see their data, and gives them an element of control over it. I took a peek at my own New Settings: it really is very straightforward.

You can see what Google connects you to: basic demographics and broad interests. It also explains whether you entered that data into Google yourself, or if it was extrapolated from your use of Search and other services.

Tweaked targeting

Users can then switch off associations, if they want. Maybe they just don’t want to see ads about a certain topic, or maybe the association was spurious to begin with.

At first blush, this might seem as though it’ll limit the effectiveness of Google’s targeting, but it won’t.

Why it’ll work

Letting users tweak ad-personalisation factors is more likely to keep them in the game. i.e. they’re less likely to flick the switch to turn all ad personalisation off. Also, it should reduce nuisance factor, and therefore control potential brand-harm.

Apparently it thought I was into country music, proving even the Google algorithms get it wrong sometimes.

As Google continues to update old tools, making them ‘New’, what Google service do you reckon is most in need of revision?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.