Google to scan user reviews
After the policy takes effect mid-next month, users who review a video on YouTube or a restaurant could see their name, photo and comments show up in ads on any of the 2 million websites that are part of the company's display advertising network.
The practice, announced at the weekend by Google, is part of a trend on the internet. Advertisers believe that consumers place enormous value on product endorsements that come from a friend or family member, and growing numbers of web companies are trying to capture that social advertising in a systematic way.
But critics say the tactic is exploitative. People signed up for Google's services because they were free and convenient. They probably never thought their words and identities would be put in front of strangers to sell a product.
Users who casually endorse a product or song on Facebook or Google "may be exposed to unwanted and possibly misunderstood, implications", said Eric Goldman, a professor of internet law at Santa Clara University Law School. Users may opt out of the ads and anyone under 18 will be excluded.
Frequently Asked Questions about this Article…
Google is updating its policy to use user reviews, including names, photos, and comments, in ads across its display advertising network. This means if you review a video on YouTube or a restaurant, your endorsement could appear in ads on any of the 2 million websites in Google's network.
For everyday investors, Google's new policy highlights the growing trend of social advertising, where personal endorsements are used to promote products. This could influence how companies are valued based on their ability to leverage user-generated content for marketing.
Google is using user reviews in advertisements because advertisers believe that endorsements from friends or family members hold significant value for consumers. This approach aims to capture the power of social advertising in a systematic way.
Yes, users can opt out of having their reviews used in Google ads. This provides users with control over whether their personal endorsements are displayed in advertisements.
Yes, Google's new advertising policy excludes anyone under the age of 18 from having their reviews used in ads. This ensures that minors are not part of this advertising strategy.
Critics argue that Google's new advertising tactic is exploitative, as users signed up for Google's services because they were free and convenient, not expecting their words and identities to be used in ads. There are concerns about unwanted and possibly misunderstood implications of casual endorsements.
Google's advertising changes could impact the perception of companies by emphasizing the importance of social endorsements. Companies that effectively utilize user-generated content for advertising may be viewed more favorably by investors and consumers.
Investors should consider that social advertising is becoming a significant trend, with companies increasingly leveraging user endorsements to promote products. This could affect company valuations and marketing strategies, making it an important factor in investment decisions.
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