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SEARCH MARKETING: Google extends AdSense search history

Google has changed the way it targets adverts at users by keeping track of previous searches.

Until now Google has matched adverts from third-party websites with current search terms.  The new move will mean the search engine will remember hours of search history through the use of cookies.

Google said its ad platform AdSense had "recently started to expand the use of the query words ... to a few hours so we can so we can continue to deliver more relevant ads."

Ads related to a previously used search term will be appear hours later, either on Google's results page or on other websites that host Google ads.

Users will be able to opt out of the search history targeting by clearing their computer's cookies.

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