Initial testing of the Google Chrome Themes API will begin on July 1st. The new feature will allow users to enable interest-based advertising without having to follow the site the user is visiting.
Interest-based advertising. According to the latest developer documentation, “IBA can help advertisers reach potential customers and help fund sites that otherwise can’t simply monetize visits to their site through contextual advertising alone. The IBA can also supplement the contextual information for the current page to help find a relevant ad for the visitor.
Themes API. The Themes API has three main tasks:
- Maps host sites for interesting topics. For example, a yoga site would be categorized under “Fitness”
- Calculate major topics for the user based on their browsing history
Review the official developer documentation. You can find the complete developer documentation in the new Themes API test here.
What Google says. Google states that this initial test confirms that their systems are operating as designed and that no impact on revenue or performance is expected. However, advertisers who do not wish to be included in the initial experiment may unsubscribe using the Chrome Permissions Policy Header.
Why we care. When Google published an API test in January, the advertisers were less than enthusiastic. Marketers from various agencies have expressed concern about the 350 topics described, which are not enough to ensure proper targeting. Fewer topics means more competition around less targeted ads, which is a problem for everyone involved. Google may already be aware of the issue, but if it didn’t significantly improve this list before testing, we may not notice a change in advertisers’ opinions or predicted results. How long the trial will last is unknown.
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