Media Roundup: Google Begins Behavioral Advertising, Top Publishers to Try New Ad Formats and More

(MoneyWatch)  Google begins behavioral advertising -- Google has announced a new behavioral segment of its AdSense program. The company will collect data on the sites visited by users through cookies, and use that data to categorize the user's interests. When the user visits a site with a Google ad, the ad that is displayed will be affected by a scan of the cookie. Previously, the content of AdSense advertising was based solely on keywords scanned on the page the ad was placed. Google has given users to the option to select their interests and the types of ads they would rather not see, and advertisers can opt out of the program. [Source: Offical Google Blog]

Top publishers to try new ad formats -- 27 of the Web's top publishers will try three new experimental ad formats before July. Three ad types that were announced are the pushdown, the XXL box, and the fixed panel. All three are larger and more interactive than the traditional banners ads that are used today. All of the publishers belong to the Online Publishers Association. Display advertising has been hit hard in the current economic slowdown, and many are calling for a change in Web advertising standards. [Source: Business Insider]

Washington state government to give temporary tax break to news papers -- Considering the immanent collapse of one of its largest city's dailies, the Washington State government has approved a temporary tax break for newspapers. The bill gives newspapers a 40 percent cut in state taxes through 2015. The state has given similar discounts to Seattle-based airplane maker Boeing and the timber industry. The bill will cost the state an estimated $1.5 million a year in lost tax revenue. [Source: Editor & Publisher]

News Corp buys the Brooklyn Paper -- At a time when many newspapers are declaring bankruptcy or on the lookout for sellers, Rupert Murdoch has purchased the community newspaper The Brooklyn Paper. In the past, The Brooklyn Paper has been hostile to takeovers and larger companies, including News Corp, attempting to move into their market. [Source: The Observer]

Disney releases premium subscription based Web service -- Disney has announced a new Web product named D23 that will cater to its hardcore fans. The service will charge users $75 for a glossy magazine, exclusive news and online entertainment. D23, a reference to the year Disney was created, is an effort to retain young fans that often outgrow Disney offerings and seek other sources of entertainment as they age. Part of the site will be available free of charge. [Source: Wall Street Journal]