Using Machine Learning for More Targeted Results
This article discusses how Google plans to utilize insights gained from machine learning and big data to improve users’ experiences and make search results more customizable. Among the new features include a “Stories” features that will include various image and video media alongside search results. They also plan to utilize new algorithms to better understand what kinds of videos are more relevant to certain search results, which will improve their video search function. Finally, and perhaps most notably, Google plans to create a “related activity” section that will generate possible searches of interest based on users’ past searches.
All of these new features come as Google is trying to personalize their search experience, and provide more relevant ads to users in order to generate more revenue. The ML algorithms and big data sets will allow Google to read more into individual users’ desires, and the new “Stories” feature could be an opportunity for Google to run more ads much like Instagram and Facebook do with their own “stories” features. With more personalized ads, Google could ensure that more users are actually interacting with the advertisements and ultimately purchasing products. This could raise the price of advertising on Google’s platform and perhaps alter the way in which Google sells advertisements.
Soruce: https://www.thestreet.com/opinion/google-overhauling-search-14725017