Google Expands Auto Ads with "Ad Intents" Sponsored Links

Google's 'ad intents' are a new format in the Auto ads program that inserts sponsored links and anchors into publishers' site content. These links serve contextual ads and search results in dialog boxes, aiming to surface relevant ads and information based on page content and visitor interests. When visitors click on these dynamically generated links or anchors, an overlay dialog displaying organic search results and associated advertising opens.

To enable 'ad intents' in Google AdSense, publishers can opt-in through their AdSense dashboard. Here's how:

1. Navigate to the AdSense dashboard.
2. Go to 'Auto ads' > 'Intent-driven formats'.
3. Toggle the setting to enable or disable the 'ad intent links' or 'ad intent anchors' separately.
4. Accept Google’s updated terms of service and policies to implement the new ad units.

Some publishers have expressed concerns about Google's 'ad intents' potentially diverting traffic away from their websites. Critics fear that by inserting sponsored links and anchors into content, visitors may be directed back to Google rather than staying engaged with the original site. However, Google Ads Liaison Ginny Marvin has clarified that the dialog boxes close after use, leaving visitors on the original publisher page, and that participation in the 'ad intents' program is optional.

The 'ad intents' format is significant for privacy in advertising because it represents Google's shift towards more privacy-centric targeting. As Google moves away from support for third-party cookies, it is deploying ad targeting technologies that do not rely on cross-site tracking. 'Ad intents' serve highly relevant ads based on the content of the page and visitor interests without the use of third-party cookies, aligning with broader privacy concerns and regulations.