What To Do About Contextual Ad Blunders – “Opinion-Based” Advertising

I blog about the elections – meaning my support for Obama – only to get ads from McCain’s campaign right there with my post. Bummer.

The current capability in Google AdSense to block specific domains from serving ads is not practical in so many ways.

Here is an idea – a (self-service) positioning matrix… that could be implemented by contextual ad services like Google Adwords/AdSense. Here is how this might work:

  1. Start a list of hot topics/issues (crowdsource the list)
  2. Let publishers (in AdSense) browse/search the list, look up the topics/issues of concern to them and position themselves along dimensions like “love/hate,” “for/against,” “approve/disapprove,” etc…
  3. Let advertisers (in Adwords) do the same.

The result:

  1. Ads matching the attitudes of publishers and their audiences
  2. Possibility for advertisers to differentiate between “converted” and “non-converted” audiences… and eventually try to selectively engage those who admittedly don’t like their message/product/cause. Something like – “We know many people don’t like {whatever}. But we work hard to change this. Gives us a chance.”

UPDATE (March 2009):

Google introduces “interest-based” advertising… good, but still missing the point of “opinion-based” advertising.

May be I should start a category “free ideas to Google” … here is another one…