Omar Oakes
Mar 20, 2019

Google eyes future of using less data for ads as prediction power improves

Tech giant collects 'miniscule' amount of data that is used for ads in relation to what it collects in total.

Google: Raghavan and Brittin

Google is getting so good at predicting internet users’ behaviour that it is seeing tangible reductions in the amount of data it needs to serve personalised ads.

Prabhakar Raghavan pictured, above left, senior vice-president of advertising and commerce at Google, called the amount of data that it uses to serve ads, compared with how much data Google collects about people as a whole, a tiny blob within another tiny blob.

...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Mark Read: Integrated accounts make up third of WPP's new-business pipeline
Premium
1 hour ago

Mark Read: Integrated accounts make up third of ...

WPP CEO sees surge in number of clients that want to "join together" creative and media.

Premium
FT editor Lionel Barber steps down after 14 years
Premium
1 hour ago

FT editor Lionel Barber steps down after 14 years

Barber will be succeeded by Roula Khalaf.

Premium
Havas Media hires iProspect strategy chief for global OS role
Premium
1 hour ago

Havas Media hires iProspect strategy chief for ...

Dan Hagen to head Havas' Mx operating system.

Premium
Diageo and Creative Equals take #CreativeComeback scheme global
Premium
1 hour ago

Diageo and Creative Equals take #CreativeComeback ...

Returner scheme supports women going back to work in creative industries following career break.