Although behavioral web advertising is certainly nothing new, some might find it surprising to hear that Google is planning to implement an advertising program, which happens to be based on a web browser’s activity. This program will utilize a cookie to generate web advertisements which are deemed a suitable match for the browser. In the past, web advertisements on Google were generated based on a browser’s web search criteria.

The one thing that web browsers will be happy to hear is that Google is providing flexibility for their new advertising program. Browsers will be able to customize what their interests are which means that there will be a better chance of them actually seeing advertisements that might appeal to them. Several groups have praised Google for introducing this functionality.

Google is able to implement this web advertising program thanks to their acquisition of DoubleClick back in 2008. Although users will be able to opt out of the program all together, some might find that it is actually useful. Google will be able to classify you based on the cookies that accumulate on your computer and through the various customizations that you might make to your account. If you are determined to be a doctor, expect to see a lot of advertisements that are related to your particular field the next time you browse the web.

Several other popular web companies like Yahoo and AOL have already implemented web advertising programs which are similar in nature.