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Editorial

Interview: Getting to Know Google’s New My Ads Center

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This is an interview transcription. It is intended as a companion piece to our Deep Dive into Google’s My Ad Center editorial.

With the release of Google’s My Ad Center, we had a few questions that we needed to be answered. So, we sat down with a Google Spokesperson who graciously answered them and gave us further insight into the new customizations and how they would impact Google’s products.

Google My Ad Center Feature png

Q: We all know by now that Google abides by a certain code when it comes to handling user data. For the benefit of those of us that may not be aware, what are these rules and how does Google implement it in-house?

Google Spokesperson:

We build privacy that works for everyone. Protecting our users’ privacy and security is a responsibility that comes with creating products and services that are free of cost and accessible for all. This is especially important as technology progresses and safety needs evolve. We look to a set of core principles to guide our products, our processes and our people in keeping our users’ data private, safe and secure.

  • Respect our users, respect their privacy. We believe that these ideas are inseparable. Together, they represent a single, core belief that has influenced everything that we’ve made since day one, and everything that we’ll make moving forward. When people use our products, they trust us with their information, and it’s our job to do right by them. This means always being thoughtful about what data we use, how we use it and how we protect it.
  • Never sell our users’ personal information to anyone. We use data to make Google products such as Search and Maps as useful as possible. We also use data to serve more relevant ads. While these ads help fund our services and make them free of charge for everyone, it’s important to clarify that our users’ personal information is simply not for sale.
  • Make it easy for people to control their privacy. When it comes to privacy, we know that one size doesn’t fit all. Every Google Account is built with on/off data controls, so our users can choose the privacy settings that are right for them. And as technology evolves, our privacy controls evolve as well, ensuring that privacy is always an individual choice that belongs to the user.

Q: With the launch of the My Ad Center, Google is giving a degree of granular control to users when it comes to seeing ads. How will these controls impact user privacy?

Google Spokesperson:

My Ad Center builds on our commitments to privacy by giving you the ability to control what information is used to personalize the ads you see. And if you’re not sure what you’re sharing, it’s easy to quickly see what information we use, and control it based on your preferences.

You can decide what types of your activity are used to make Google products work for you — independent of the ads you’re shown. In the past, if your YouTube History was on, it automatically informed how your ads were personalized. Now, if you don’t want your YouTube History to be used for ads personalization, you can turn it off in My Ad Center, without impacting relevant recommendations in your feed.

You may also see ads meant for certain audiences based on your Google activity – categories such as education, relationship status or the industry you work in. Now you’ll be able to choose and adjust how categories inform your ads, or turn them off completely. This way, you can more easily choose the ad experience that’s right for you. 

In addition, users have the ability to see fewer ads in five sensitive categories, including alcohol, dating, gambling, pregnancy and parenting, and weight loss. Before, this feature affected ads shown on YouTube and Display. Now, it expands to ads shown on Search and Discover.

Q: How does Google My Ad Center impact user experience with Google’s other products like Android, Chrome and Workspaces? Considering on Android, ads pushed via Chrome and Workspace e.g. Gmail are also based on user preferences.

Google Spokesperson:

My Ad Center gives you control over the kinds of ads you see across Google’s surfaces including YouTube, Search and Discover – in fact, when you’re signed into Google, you can access My Ad Center directly from ads appearing on these three platforms, allowing you to manage your ad preferences without interrupting what you’re doing online. 

(Background: My Ad Center will not affect the user experience of Android, Chrome and Workspace. My Ad Center provides control over the ads that user sees on Google’s properties such as Search display ads and YouTube, but does not alter the user experience of those properties itself)

Q: My Ad Center brings in a new dimension of personalisation when it comes to ads. How will this data be used by Google when it comes to serving ads to individuals who utilize the dashboard? Will it impact the ads being served to those that don’t use My Ad Center?

Google Spokesperson:

My Ad Center starts with an entirely new, friendly and clear experience that offers more granular and flexible controls as well as visibility into which ads and categories are used to serve ads. For the first time, users will be able to tell us what they want in addition to what they don’t want when it comes to ads – in the ads themselves. My Ads Center is the complementary Google content experience, where users tune the ads they see by choosing both what types of ads they want to see and what information is used to power them. We’ve also kept the option to turn off ads personalisation and feature it prominently across the product experience.

Q: In My Ad Center, users are able to select ads they wish to see from brands and companies they like. They are also given the ability to remove ads from those they don’t. These personalisations could possibly create a potent echo chamber that can falsely affirm dangerous ideologies. What has Google done to ensure that these personalisations don’t hinder open discourse or cause the spread of misinformation?

Google Spokesperson:

Google have long since prioritised transparency, choice and control when it comes to the ad experience for users. My Ad Center offers more granular and flexible controls as well as visibility into which ads and categories are used to serve ads. 

In this regard, users will be able to choose which topics they want to see more or fewer ads about. Users can only choose to block ads for select sensitive categories such as alcohol, gambling, weight loss, dating and parenting. 

All Google ads must abide by our advertising policies.

Q: In countries like the United States and Canada, it’s common to be inundated with political ads. In other parts of the world, we may see ads from organisations like the UN. How is Google addressing the potential bias that personalisations on My Ad Center can influence the outcomes of grassroots initiatives and potentially a nation’s political landscape?

Google Spokesperson:

See response above

Q: Google My Ad Center also brings up concerns with advertisers when it comes to advertising on Google’s platforms – particularly with distribution, CPM and CTRs. What measures is Google taking to make sure that these personalisations don’t negatively impact advertisers?

Google Spokesperson:

The My Ad Center features are to provide users with more transparency, choice and controls. There is no plan to change how advertisers can target their campaigns in our ad products. However, where we see the advantage for advertisers is their ads being seen and engaged with by users who are genuinely interested in their products and their brand topics.

Q: What should advertisers be aware of in the first few months after the rollout of My Ad Center? How can they factor this major change into their advertising plans?

Google Spokesperson:

The choices users make will be automatically incorporated into the signals we use to personalise ads. There is no action needed from advertisers that want to serve ads to users who are interested in their brand or topic.

Editorial

Taking Control of Your Privacy – Diving into Google My Ad Center

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Our online experience has largely been determined by our preferences and interests. However, since the introduction of online advertising, we’ve been inundated with advertising on every page. Since then, we’ve been exposed to more ads in a more personal way. Many a time we’ve been faced with ads which have taken cues from our browsing, conversations and even social media – whether we like it or not.

That’s about to change as Google’s recently announced My Ad Center. The new dashboard empowers users – like you and me – to take charge of our online experiences by customizing what and how we see in online ads. It even gives us the option to turn off ad personalization altogether. However, when it came to the announcement, a few questions emerged when it came to how this would work. So, we’re doing a deep dive with Google to explore how My Ad Center affects the big picture.

Putting User Privacy in the Forefront

When it comes down to it, Google’s simple-to-use interface is driven by a philosophy that puts privacy first with accessibility in mind. In the words of the Google Spokesperson, “ We built privacy that works for everyone”. While we were sceptical as Google is a big data and search company, what we learnt from their explanations let us realize the complexity that comes with the business of data.

That said, Google works by a set of core principles when it comes to handling user data in its processes, product development and services. First and foremost is respect for the user and privacy. Two ideas that the spokesperson calls “inseparable”. It’s lauded as a core principle that has guided the company since day one. In fact, Google takes ownership of the need to respect and protect the data they collect from users.

Screenshot 2022 11 22 at 13 47 40 My Ad Center

The second principle would surprise anyone – Never sell our users’ personal information to anyone. It’s a long-held conception that Google, like other data companies, uses user data and personal information to generate revenue. However, the company affirms that it uses the data only to inform the personalization and develop products internally. They also use the data to push personalized ads to users which is where they make the bulk of their revenue.

The third principle is the inherent need to make controls and personalization simple and accessible. They are wholly aware of the nuances that come with designing products and features including controls for that privacy. This nuance informs the development of products and options that are becoming increasingly accessible and simple to understand. In fact, My Ad Center embodies this with its approach.

An Easy-to-Use Experience to Take Charge of Your Ads Experience

My Ad Center is the epitome of the simplicity and accessibility that comes with the third principle. Google’s approach when it comes to taking charge of ads and personalization on My Ad Center is very “what you see is what you get”. The interface is simple and, most importantly, easy to navigate and understand. It’s one of the simplest interfaces with all available options front and centre. You don’t have to dig into menus to get to your settings. In fact, Google has put the option to turn off personalization as the first option you see on the top right. Within the interface, Google has used simple, easy-to-understand prompts and choices to allow everyone the ease of customizing their experience

Screenshot 2022 11 22 at 13 46 53 My Ad Center

However, design is only the first step. Google isn’t just allowing users to control how they experience ads. We’re also empowered to choose whether data collected from platforms like YouTube, maps and web activity influence our experience on ads. With a simple click of a button, we can enable or disable these data sources. This would mean that young parents who have Coco melon and other kid-centric content on their YouTube accounts can emancipate their ads experience from their YouTube recommendations.

In addition, users are also given options to prioritize, deprioritize and remove brands and topics according to their preferences. Google has also outlined some sensitive topics including dating, gambling and weight loss that users can remove altogether. These customizations not only allow users to complement and control their experiences across Google’s platforms. It also allows us to avoid triggers online and also stay true to our stances when it comes to supporting brand advertising on Google.

Screenshot 2022 11 22 at 13 47 30 My Ad Center

While it may seem like we will eventually create an echo chamber of our own ideas and ideologies. The approach to giving granular controls remains true to Google’s priorities in providing a transparent and user-centric ad experience for users. However, even with the control, these controls and the ads served on the platforms are governed by Google’s advertising policies.

Preserving Creator Revenue & Advertiser Investments

Of course, when it comes to advertising – the biggest question that comes to mind is how it will affect YouTube creator revenue and advertising investments. The long and short of it is that nothing is going to change. The freedom to customize and personalize the ads experience will not have a foreseeable impact on advertising or creator revenue. Google hasn’t officially stated anything in this regard, but their spokesperson has reassured us that revenue-wise, creators can rest at ease. However, it is worth noting that it is still early with My Ad Center only being around for a month.

Screenshot 2022 11 22 at 13 47 25 My Ad Center

On the flip side, for advertisers, with the increased personalization, advertisers can expect to see more users engaging with their ads. While this may seem counterintuitive, the increased personalization and control will also mean that targeting for ads will be more effective. With more and more users opting to see and engage with ads from certain brands even with the drop off from those who opt to blacklist brands and topics.

More Control, More You

All in all, the personalization and customizations that My Ad Center provides allow users to control their ads experience in a more granular way. They will allow more effective control of privacy but they also have the potential to become a double-edged sword. Users who chose to turn off personalizations completely will experience more general, non-specific ads while those who fine-tune their options will have better, more relevant ones.

That said, this granular control will not affect all of Google’s products. Experiences on Chrome, Android, Android TV and Google TV will remain the same. We will continue to see ads in spaces like Gmail and YouTube but they will be ads that you want from brands and topics that you have chosen to see.  Essentially, you are creating an experience that is uniquely yours which is hoped to be a safer space overall.

Business, Lifestyle, News

iQIYI’s New Malaysian Show “Sorry Naik Lori” Seamlessly Integrates Branding & Story Telling

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As consumers, we’re being inundated with more content than ever in this day and age. We’ve also become even more discerning, particularly in advertising and branding. What’s more, with the rise of over-the-top (OTT) services like iQIYI, Netflix, Amazon Prime Video, and Disney+ Hotstar, we’ve become even more selective of where we place our time when it comes to consuming media. Realising these trends, iQIYI has partnered with food delivery provider and app, foodpanda, to marry entertainment and branding with their latest series “Sorry Naik Lori”.

SNL Poster Group V1 SNS date

The new series is a first-of-its-kind collaboration between iQIYI and food panda in which the two companies worked from the bottom up to integrate foodpanda’s branding and app in the series. This process started with a collaboration between iQIYI, foodpanda and Universal McCann in developing the scripting and concept for the series. In the end, they produced a quintessentially Malaysian tale that tells the story of a husband and wife as they pursue two different versions of success.

“Sorry Naik Lori” follows the misadventures of Khairul, a young lorry driver living in Penang who is averse to Social Media and his wife, Nadia, who dreams of becoming a successful social media influencer. Nadia stumbles upon success when she becomes “ComelPasembur” when a NikNok video of her at her mother’s Pasembur restaurant goes viral. As her following grows, she is approached by a talent agency and decides to pursue her dreams against her husband’s wishes. This forces Khairul to learn to navigate the world of social media as he tries to keep his marriage alive while Nadia is forced to hide her marriage in pursuit of social media stardom.

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The series also integrates a foodpanda rider, Talib, played by Tajul. The character not only plays a role in foodpanda’s brand integration into the series but also helps further the plot and misadventures in the slice-of-life rom-com.

The series is steeped in the Malay culture of Malaysia’s most popular island – Penang. Everything from the mannerisms and dialect used in “Sorry Naik Lori” is infused with typical Penangite flavours. The series stars Nizam Othman as Khairul and Ruhainies as Nadia. They are supported by a notable cast which includes local singer, Tajul, TikToker Ahmad Saffuan, Nafiz Muaz, Sheila Mambo and Asha Zainul.

“Sorry Naik Lori” premieres on 4th November 2022 on iQIYI. iQIYI’s freemium model allows you to enjoy the series for free with ads. However, if you want an uninterrupted viewing experience, you can just sign up for iQIYI’s VIP subscription for as low as MYR11.90.