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The
cornerstone of Google's expansion plan is to maximise the personal
information it holds of all its users!
What's
more, Google is not alone: all search engines (Yahoo!, Microsoft
et al) are going the same way.
Let's face it: the race to gather the most comprehensive database
of individual information has is on! Search engines will soon be
able to to offer stupendously targetted, personalised advertisements
& promotional messages. All for a fee - enhanced fee.
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The
Matrix
In 1999, a hit Hollywood sci-fi film called The Matrix
described the future as a world run by a network of
super-computers (hence the name "Matrix") which pacify,
subdue & use the human population.
Written & directed by Larry & Andy Wachowski, this almost
surreal film portrayed the super-computer network using
humans as an energy source by growing them & connecting
them to the Matrix with implants.
One of the features depicted in The Matrix involves
total information on each human being. Pan to 2010.
A network of servers managed by Search Engine giants
encourage the human population to connect up, use &
generally benefit from the huge database as well as
software services offered. All practically for free!
All the while, the network constantly picks up (& indexes
& stores) detailed personal information of each user.
The resultant massive database is then used by the network
to promote brands & services to the same humans - for
a fee.
Naturally, the network is aware of intimate details
& preferences of each user!
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As
the Google CEO puts it, today Google is not in a position to answer
the most basic questions about any of its users. Which means low
(no?) fees from advertisers! To rectify this, they plan to continuously
collate detailed data about each user.
In short, gathering personal data is key factor for Google to implement
its logical extension to (re) organise the world's personal information.
The goal being to be able to answer questions like What job can
I try or even something as general as how could I spend my day tomorrow!
In line with all this are Google's recently relaunched iGoogle
service
(which
allows users to personalise their own Google search page & publish
their own content). And Google's personalised search service (launched
2 years ago, where users give Google permission to store their web-surfing
history & search preferences and use this to create more personalised
search results for them.
Also under development is Google Recommendations – where
the search suggests products & services the user may like, based
on their already established preferences.
While Search Engines do not sell targetted advertising against such
services yet, one thing is obvious: it's clearly a matter of time
(& data) before they do!
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