As more and more browsers have built-in functions to prevent the recording of user operation behaviors, preventing web advertising systems from increasing revenue through privacy data related to user operation behaviors, but this will also affect the online advertising market ecology. Therefore, Google proposed earlierThrough deep learning mechanism, so that the advertising content will not be exposed repeatedly, and can even allow the advertising content to have better exposure benefits under limited circumstances.
A large part of the operating principle of web advertising systems is based on data generated by user browsing behavior, such as which content is clicked and where the mouse cursor spends more time on content. This is used to deliver advertising content that is more in line with the user's browsing interests, thereby achieving the effect of precise advertising delivery and optimizing advertising revenue.
However, as more and more web browsers now have built-in functions to block browsing data recording, the privacy of users' browsing process can be properly protected. However, this also makes it impossible for web advertising systems to use more data to deliver targeted advertising content. As a result, when users browse web content, they mostly only see repeated advertising content. This not only greatly reduces users' willingness to click on ads, but also causes advertisers to waste costs.
Therefore, in order to avoid affecting the online advertising market ecosystem due to concerns about user privacy, Google plans to use deep learning to determine the proportion of repeated advertising content. Once it is discovered that specific advertising content is obviously repeatedly delivered to a single user, the system will automatically replace the advertising content to avoid visual interference during browsing.
This mechanism allows for accurate identification of duplicate ads, even when browsers block ad systems from recording browsing data, thereby improving ad efficiency. However, if additional ad blocking software is installed, it may still impact current ad revenue.
Google plans to start using this advertising mechanism from next month and integrate it into the new Display & Video 360 advertising platform mechanism to improve the effectiveness of advertisers' content delivery. It is also expected to increase the advertising revenue of web content providers.
