> For instance, my IP changes when I travel, but I’m an American who speaks English, and yet YouTube insists in showing me local ads in different languages when I’m in foreign countries
I have no direct access to confirm this, but I have a theory as to why it happens. It’s a combination of greed and various ad buying semi-broken options.
1. Google shows ads which earn them the most money. “Relevance” only plays out in the mapping phase of finding advertisers who are willing to show their ad to your target group. The reducing phase is essentially just sorting by bid and selecting the top ones.
2. For many English speaking ad buys, I’ll bet there is an option that was checked to restrict which countries it’s shown too for the highest bids (maybe they have a separate campaign for RoW with a low bid, but doubtful). Advertisers have learned about ad fraud at least to some degree, so checking this box seems good to them.
3. Local advertisers in X foreign country aren’t given an option for “exclude English speakers here on holiday” and even if they did, some won’t click it and so there will still be some low bidding ad to fill the slot.
If it was about real relevancy to you and not “who will pay the most given this bucket of basic attributes”, folks like me would probably hate advertising less. The problem is it’s not and in a capitalist world I’m not sure it’ll ever change.
The same holds true for product recommendations, it’s my personal belief that on say Amazon, if a product is recommended for me, it’s because either the seller paid for the recommendation or it’s the highest margin item that fits my vagueish buying patterns. It’s not about real relevance there either, it’s “you brushed into this weird vẹn diagram overlap” and “now we can make money showing it to you.”
I think you nailed it - especially your 4th point: "If it was about real relevancy to you and not “who will pay the most given this bucket of basic attributes”, folks like me would probably hate advertising less."
I have no direct access to confirm this, but I have a theory as to why it happens. It’s a combination of greed and various ad buying semi-broken options.
1. Google shows ads which earn them the most money. “Relevance” only plays out in the mapping phase of finding advertisers who are willing to show their ad to your target group. The reducing phase is essentially just sorting by bid and selecting the top ones.
2. For many English speaking ad buys, I’ll bet there is an option that was checked to restrict which countries it’s shown too for the highest bids (maybe they have a separate campaign for RoW with a low bid, but doubtful). Advertisers have learned about ad fraud at least to some degree, so checking this box seems good to them.
3. Local advertisers in X foreign country aren’t given an option for “exclude English speakers here on holiday” and even if they did, some won’t click it and so there will still be some low bidding ad to fill the slot.
If it was about real relevancy to you and not “who will pay the most given this bucket of basic attributes”, folks like me would probably hate advertising less. The problem is it’s not and in a capitalist world I’m not sure it’ll ever change.
The same holds true for product recommendations, it’s my personal belief that on say Amazon, if a product is recommended for me, it’s because either the seller paid for the recommendation or it’s the highest margin item that fits my vagueish buying patterns. It’s not about real relevance there either, it’s “you brushed into this weird vẹn diagram overlap” and “now we can make money showing it to you.”