Google to refine Gmail advertising relevancy

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Mountain View, Calif.—Google is testing a method for refining the ads shown to its Gmail users, matching ad relevance to user actions.

To better gauge user preferences, the company said it will use its Priority Inbox technology, which sorts email by importance to the user, to help inform the automatic generation of ads based on a user's email content. The process will augment Google's current method of matching the ads it displays to a user's email keywords.

The test is expected to be rolled out gradually to Gmail users in the U.S. In a statement, the company said it hopes the new method will improve the relevancy of ads, to “cut down on [bad] ads, and make the ones you do see much more useful.”

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