Google Provides more Targeted Ads; Apple Believes Personalization isn’t Always Necessary


Google is providing customers with more tailored ad experiences, even as Apple advises advertisers, that targeting users who have chosen to opt out of monitoring may offer better results.

My Ad Center was presented at Google I/O on Wednesday. It will give Google Search, YouTube, and other platforms users a more tailored ad experience.

Users will be able to view the types of adverts they wish to see with the new tool, which will be released later this year.

Within My Ad Center, users will be able to specify the ads they want, ranging from basketball to health to the energy industry. They may even request advertisements from specific brands.

Google currently provides consumers with an Ad Settings section—but it’s far from perfect. This campaign looks to expand on previous initiatives and the company’s recent expansion of user control over ads in sensitive categories like dating and gambling.

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Meanwhile, at Apple, the consumer electronics company is claiming that targeting customers who don’t want to be individualized can, in some cases, produce more significant results.

According to a presentation to advertising clients acquired by 9to5Mac, Apple’s Search Ads are becoming more important as an income stream for the company—yet they rely very little on targeting, and personalization doesn’t deliver improved conversion rates.

When iOS 15 users first visit the App Store, Apple asks if they want targeted adverts to “help you find apps, goods, and services relevant to you.”

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However, according to Apple data, cellphones with personalized adverts turned off accounted for 78 percent of iOS App Store searches, implying that most users would rather not be followed, even if it meant a more tailored experience.

But there’s more: the average conversion rate for people who enable personalized adverts versus those who don’t is statistically equal.

According to advertisers, users who opted into tailored advertisements converted at a 62.1 percent rate. Consumers who have personalized adverts prohibited have a conversion rate of 62.5 percent.

Given these conversion percentages, Apple encourages developers to focus on consumers who have tailored experiences disabled, as this group is roughly three times larger than the other.

Customers’ feelings towards tailored ads: Users have a love-hate relationship with them.

According to a Merkle survey, customers got more comfortable, not less, exchanging data with brands for a more tailored experience from 2020 to 2021.

According to Acquia, 54 percent of marketers observed higher brand engagement due to enhanced customization, while another 48 percent saw increased conversions.

While most customers are prepared to share information such as gender and age, internet users prefer to keep some data, such as surfing behavior.


About Author

Barb Rogers

Barb has worked within the digital advertising and marketing space for over 20 years. Over the years, she found it difficult to find information on the simplest of subjects tied to the digital marketing space, so she decided to embark on a journey to create a space that others may appreciate.

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