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March 31, 2011

Google to start behavioural advertising in Gmail

To build user profiles based on the contents of their emails

By CBR Staff Writer

Google will update its Gmail with a behavioural advertising feature that will help it send more relevant and targeted advertisements to users.

According to The Telegraph, the technology will generate profiles of users based on signals such as which emails they read and reply to.

Though the new feature will require the mining of more personal details of users, Google has said that it expects fewer advertisements to reach Gmail users as a result of the new technology.

The search engine company has also said that it will not share emails or personally identifiable data with advertisers.

Google said it will provide an option for Gmail users who do not want their emails to be profiled for behavioural targeting. The users can opt out of the system when the option is enabled on their account.

Google said that people are not likely to notice such changes in the beginning.

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It said, "Only a few users will notice the change to begin with, but as we improve it we’ll roll it out more widely."


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