Top Story

Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

Targeted ads will not suffer when Google stops reading mails: Experts

29-June-2017
Font Size   16
Targeted ads will not suffer when Google stops reading mails: Experts


Technology giant, Google’s move to stop scanning mails of its 1.2 billion Gmail users for ads personalisation will not greatly reduce the effectiveness and efficiency of targeted advertising, say experts.


According to experts, Google has sufficient data on users that it collects from the users’ search patterns, browsing history and the like and that data had helped Google create nuanced profiles for every user and user groups. With this move Google also shows that it takes the privacy concerns of its enterprise clients seriously.


Vivek Bhargava, CEO, DAN Performance Group, said that he does not expect this move to hugely impact digital advertising because of the quantum of demographic, psychographic data that is now available on users gives advertisers the information necessary to precisely target consumers.


Google in a blog post had announced that consumer Gmail content will not be used or scanned for any ads personalisation. “This decision brings Gmail ads in line with how we personalise ads for other Google products. Ads shown are based on users’ settings. Users can change those settings at any time, including disabling ads personalisation. G Suite will continue to be ad free,” Diane Greene, SVP, Google Cloud, said in the blog post.


Google has been reading emails to serve contextually aware ads since its launch in 2004. Speaking about how Google began scanning emails, Bhargava said, “In its early days Google did not have any data on users and resorted to scanning mails to generate a profile on its users despite the concerns raised about privacy.” Once the number of Google products grew and Google could track browsing activity, search history, etc, the company developed enough data on its users, Bhargava explained. “Context is not the only metric on which ads can be targeted, there are other effective metrics as well,” he said.


There are more than 3 million paying companies that use Google’s enterprise solution - G Suite. And as traction for this service is gaining momentum, “it has become almost essential for Google to let go of scanning mails to keep their promise of privacy to the enterprise clients,” said Bhargava.


Google will still target ads based on the profile of the user, what will suffer though is time-bound advertising. “One was able to target ads on Google based on the time-period within which the user is engaging in a certain email conversation. Say a user was making an insurance query by email, then competitors could target that user as the user is working on choosing a scheme. Now such time-bound targeting will be hard to do,” said Sanjay Mehta, Joint CEO, Mirum India.


Both Mehta and Bhargava felt that the move, in effect, relieves the privacy concerns of Gmail users. “Although the scanning is augmented, people thought that Google scanning emails for content based on which ads can be tailored was too much of a breach of privacy. Google seems to be responding to that concern by not targeting ads based on the content of the mail,” Mehta said.


Even though Google has said it will stop scanning mail for advertising purposes, it will continue to scan mail to weed out spam, malware, and generate quick responses to emails. “No other email service protects its users from spam, hacking, and phishing as successfully as Gmail. By indicating possible email responses, Gmail features like Smart Reply make emailing easier, faster and more efficient,” Greene further said in the blog post.

Tags Google Gmail Gsuite digital advertising

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity