For instance, Google may uncover a certain person’s interests through their interactions on Gmail and Google+. This capability may someday enable an advertiser to direct search or display ads to that person based on those interests.
Assuming Google goes forward with the update and activates the potential for more robust targeting options, advertisers should keep a few things in mind to increase performance while respecting privacy:
1. There’s a fine line between appropriate and creepy. Ads that are more tailored to a person’s interests are more likely to satisfy that person’s needs. However, many users would prefer that advertisers don’t know everything about them. If a user sees an ad that’s eerily related to a Google+ or Gmail conversation they’ve just had with a friend, a line may have been crossed.
2. Users will blame you. Creepy ads harm people by making them feel as if they’ve been unwillingly observed. But who’s responsible for this unwanted observation? Technically Google observed the user, but the average web surfer doesn’t think about what’s happening behind the scenes. Users ask, “How did this brand know that about me? Have they been watching me?” Creepy isn’t always a label that users attach to Google (or Facebook or any other advertising platform). It’s a label attached to brands that push the platform’s capabilities too far.
When your brand possesses or has access to data that provides deep visibility into user interests, you should use that visibility to create more relevant ads, thus increasing performance while limiting costs. But with deep visibility comes deep responsibility to respect privacy. The fastest way to hurt performance is to cross into the creepy zone. Don’t be a creeper.