The Times this week has reported findings that Google’s revenue from it’s advertising services have overtaken that of ITV1’s (in the third quarter of the year). ITV1 accounts for 90% of ITV’s ad revenue and it’s the highest earner from ads amongst the commercial channels in Britain. It’s an even more impressive feat on Google’s behalf when considering that coverage of this years rugby world cup by ITV would have generated unusually large amounts of advertising income.

What it means is that Google – an internet service – is now well on target to be the largest benefactor of advertising in the UK – with predictions for them overtaking ITV plc during 2008. I’m not writing for the financial times though, and there is underlying implications to this incredibly lucrative and fast growing business. Google, Microsoft and Yahoo have all purchased online ad firms in recent months and the trend is fast moving towards personalised and social advertisement, where the trackable nature of internet usage lends itself towards tailored advertising toward individuals. This is already causing concern in the US where privacy advocates wish to ensure a ‘do not track’ list comes into operation, protecting those on it from receiving tailored adverts from companies looking to shape their marketing to online habits (similar lists have worked for phone advertisers, and an opt-out, i strongly feel, should be created). The thought of my online habits being analysed as a means to undermine and extend my consumerism is a dark area in my eyes, and i worry how far companies will go without conscience in order to increase revenue. Obviously, in theory, the tailored advertising on the internet would be quite pleasant, with relevant products and services being literally put in front of you. However, in our consumer generation, driven by debt and lending, and where people find identity from the things they purchase, the lack of morals many companies tend to exude when targeting an audience (or person!) generates some concern over how detrimental an effect tailored adverts could have on people.

But then, i must take a step back. The advertising on amazingtunes.com is Googleads, and here the ads are relevantly compiled from the content on the page. What’s more is, when (and it is a when, not an if) peer2peer replaces the current antiquated copyright system for music distribution, and the commercially run p2p services employ the tailored ads with regards to their music fans, the music you like and want will be put in front of you before you even know you want it. And of the advert you have to view while the track downloads… well they’re just showing you the tune you’ll be grabbing after this one.

...amazingtunes.com