Two weeks ago I got e-mail from Google AdSense on the upcoming launch of interest-based advertising. This "advertising magic bullet" raises visitor data and analyze their behavior. Every visitor, (which allows you to save a cookie in their browser cache) is thus divided into a certain category of interest, "sports fan" for example. When the visitor enters a website, which Google interest-based advertising blocks on, so it will sport-relevant ads are displayed. Google promises advertisers in a much higher target accuracy and AdSense, consequently, higher advertising revenues.

What is extraordinary about this form of tracking: It is a so-called "DoubleClick DART cookie" in the browser's cache of the website visitor sees and stored according to the Google Privacy Center , for example, like this:

time: 06/Aug/2008 12:01:32
ad_placement_id: 105
ad_id: 1003
userid: 0000000000000001
client_ip: 123.45.67.89
referral_url "http://youtube.com/categories"

It will be stored next to the date and time of the visit, the advertising campaign ("ad_placement_id") and each ad placed ("ad_id") in the cookie. The long number is the "userid", indicating the ad cookie that identifies the browser. The line "referral_url" specifies the URL of the page where the ad was served. I interpret this to mean that Google will now track so can the pages on which the current visitor was before (and how or whether he has responded to ads), but Google can hold only the pages that Google AdSense ads are integrated (where are Today, no Google ads?) and the DoubleClick ad serving, and certain Google services using the DoubleClick cookie.

But are the main reason why publishers and privacy advocates up in arms, is the fact that Google holds the IP address of the visitor. From here, turn in Germany but in legal gray country: In the current issue of the search radar , the magazine for SEO and SEM by Bloofusion Germany GmbH (16th edition from 25 February 2009) is in the article "Personal Data in Focus: WebTracker and "read by Dr. Martin Schirmbacher that collection (and use) of personal data without the consent of the person is not admissible," Data protection as may be necessary to allow the use of tele-media and account "(see also § 15 para 1 TMG ).

To get to the point: As WebTracker like Google with their data collection for the circuit of interest-based advertising - from the perspective of the visitor - personal data does not provide services and bill is actually needed his consent. That means in plain text, webmasters need to go on the safe side one - of any possible entry page of its website in accessible - information regarding the collection of personal data and add additional example ask for a "I agree" button for this permission! !

But wait! It is unclear whether it is for IP addresses at all involves personal data! Finally, one can identify without the involvement of a provider not connecting owner! And even if one could identify the provider by the connection owner, one is still not able to clearly identify an individual or to the actual people, see, eg Internet cafes. In search radar, two interesting articles jurisdictions of local courts are discussed, which are different opinions on this. Since there are no common law jurisdiction, is an indication regarding the data collection in the privacy statements of Web site useful / necessary. A precise definition for this is the part of us, however, Google is not given to the hand. For in the email from Google Adsense, it means only this, that may need to update the data protection provisions would be necessary (the entire email from Google AdSende finds her example in this entry on seo-rama.com ). These need to 8th April 2009 to the current state meet. Great service, I say only because The more I am pleased with the product in the search radar magazine, read in which a sample wording for a privacy policy regarding the collection Webtrackings with IP address ( link to PDF , page 11). UPDATE 3/24/09: Today I have read that Google has followed suit with information about the contents of the Data protection: "What should my privacy policy?" .

Finally, everyone must therefore decide whether he wants to use this type of ad or not or whether you as a visitor / Internet surfers want to be tracked over here or not. Google gives us so kindly provided the opportunity not to take this type of advertising claim:

All users can use the DoubleClick cookie (for AdSense partner sites, DoubleClick ad serving, and certain Google services using the DoubleClick cookie) off by clicking the button above at any time. In addition, Google offers a number of options to permanently save your browser settings to disable this setting.

The above button you will find on this page top right . If you are not against this type of tracking determines zulasst so the cookie (or cookies are not your regular delete), you might even be pro-active and diverse interest categories manually add (via internetkapitaene.de ). These interests can be as entertainment, travel or shopping. I want to personally inform me only once and wait for further opinions from other AdSense users a few days. by Jochen omBuzzer.de writes in his entry , that will benefit primarily those projects which have not targeted content. After all, one would indeed get to the content matching ads appear. At the moment, but I tend to add a privacy policy accordingly, because I'm curious to know if I can detect a difference in the number of clicks. On the other hand ... and at just between us: I maintain this blog just now. My AdSense account dates back to earlier times when I have attended to several (sometimes very well visited websites). Target group is, however ich.de sooo fresh that I have added a lack of visitors, so that I could actually give the above mentioned issues