It outlines as:
- Frequency capping, which prevents users from repeatedly seeing the same ads on your pages.
- Improved attribution, to help advertisers identify the best performing sites in the network based on post-impression activity.
- Improved ads quality, as we're able to improve ad performance within the Google content network.
You can read about these in more detail on our official Google blog. To enable these features, we'll be implementing a DoubleClick ad serving cookie on the content network. We now have a program policy that covers data usage related to the launch of these new features.
Now what I can get from these posts is that Google is going to revolutionize its Adsense program step by step. By revolutionizing, I mean I think in the future, ads displayed on a certain page will be less keyword related. Most probably this is what cookies will be used for. Of course there are going to be more javascript behind.
Why a less keyword related adsense?
I think Google wants to concentrate more on content quality and felt like content quality is decreasing because of keyword stuffing.
I guess Adsense going to be less keyword related. The ads will be placed according to the actual visitor's interests. That's where new cookies and scripts fit.
Which means, a logged in website visitor is doing searches around the web and visits certain websites according to their interest. Then Google is going to capture the visitor's "frequencies" and will place ads accordingly. So, when a visitor comes to your site, ads displayed will not be based your content. Instead, they will be based on the visitor's interests.
This will prevent keyword stuffing on most websites because it will render keyword seo irrelevant and obsolete. People trying to make money from adsense are forced to concentrate more on traffic instead of a highly niche website or blog.
Since this will also affect visitors coming from search engines in terms of relevancy of the ads, all that is left from this story is more quality content and more willing visitors to click ads.
I think the advantage of this is going to be higher adsense revenues wherever bounce rates are low and the site has a loyal visitor profile. For instance, Dooce.com is going to make more money in comparison to a website which is organized for being a niche with a small amount of visitors and stuffed with highly paid keywords. While such a niche could make $25 to $50 per click, after this revolution, it is going to make much less than that. At the same time, a website which makes 1 to 3 cents per click is going to make much higher.
Of course this will not change immediately and completely. There is going to be a balance between the use of more cookies and scripts and the old (recent) system.
Of course I am in no way affiliated with Google and not an expert on the issue, this is just my two cents about this move.
