Rhys Blakely: Analysis
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Google’s investment in 23andMe, a company that aims to allow users to trawl their DNA online, points at a central strand in the search giant’s intellectual helix.
The start-up’s ultimate aim – to discover drugs that can be prescribed according to an individual’s unique genetic make-up – pinpoints Google’s number one fixation: the importance of personalisation.
The company’s vast fleet of datacentres already holds a huge amount of information on its users. This ranges from the contents of e-mails in its Gmail service, to credit card details through Google Checkout, its online payment system.
However, Eric Schmidt, Google’s chief executive, has insisted that he does not yet “know enough about you”. To put that right, and further sharpen Google’s ability to target consumers with the ads they are most likely to respond to, the company is stepping up its efforts to collect personal information on the web.
“This is the most important aspect of Google’s expansion,” Mr Schmidt said. He envisaged a day when Google will be able to advise users on everything from career moves to how they should spend their free time, based on the collected queries they tap into Google.com.
Despite the Big Brother connotations, it is a vision embraced across the industry.
Yahoo! has invested heavily in Panama, an advertising platform that will track in greater detail than ever before a user’s search history prior to an online transaction. The details extracted will guide advertisers on what search terms they should buy.
Meanwhile, new markets that trade records of online behaviour are emerging. WunderLOOP, a company backed by Niklas Zennström, the billionaire internet entrepreneur, recently launched the first “exchange for behavioural targeting-based online advertising”.
A “stock market” for logs of browsing habits, it allows website owners to trade records of consumers’ long-term behaviour. So armed, advertisers can ensure that a handpicked audience can see a particular campaign.
Other ploys will be more obvious. Autonomy, the search specialist, is exploring “transaction hijacking”, in which shoppers are monitored and informed, mid-purchase, if a better price is found elsewhere.
Google presents itself as a benign Big Brother. Bowing to pressure, it recently cut the length of time it holds search data to two years. Users have to opt in to its new generation of personal search tools and it will not pass user data on unless faced with “a valid legal order”.
Three quarters of its users are not aware that Google stores data on them, a recent survey found. The Electronic Frontier Foundation, an internet rights group, describes a list of search queries as “practically a printout of what’s going on in your brain”.
Which is exactly why these groups are so keen to get their hands on it.
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I have to say, I have become increasingly alarmed at Google in particular, with regards to privacy and individuals rights. As benign as they say they may be, they still have the power to use that information in any number of ways and that includes handing over your personal information to governments worldwide.
If you have ever searched for something that might potentially be embarrassing for you, how would you like it if a facelss official at the US state department share your most humiliating moments with their colleagues?
It isn't about guilt or innocence, it is about the right not have your private information shared with just about anybody.
That is what is at stake here. I have a Google mail account, and use Blogger. I've recently given up on Yahoo and it looks, I'm afraid, as if I shall be giving up on Google to.
Jennifer Hynes, Plymouth, England
I am amazed that there is no greater resistance to this attempt by google to infiltrate peoples privacy. If a government body of any sort would attempt to collect this sort of information about its population, there would be predictable outcries and allegations of a '1984' state.
Yet because this is being done by a company that most people don't know enough about, they assume that it is not a big deal. Google store enough data on individuals already without them gaining more access to their habits.
I pray for the day this database is hacked and data is stolen so people wake up to the fact that this 'collection of information' is an unecessary evil.
chris, London,
Thanks for the Tor link Roger. I think we should all seriously work towards mitigating the huge threat to individual privacy posed by corporations such as google.
Power corrupts and absolute power corrupts absolutely!
Ajith, Cambridge,
As a long time Google fan boy, I recently ditched them for the reasons emphasised in this article.
Open source and/or locally based alternatives are the way forward.
It's so easy to download/archive your gmails and block their ads.
I think Google are overstepping the mark now. The change to 2 year data storage is a step forward, but it's a compromise I'm not willing to make.
dude, dudetown,
you have the freedom not to use google!!
iain morris, Milton Keynes,
Looking at the positive side, suppose Google did have access to both your DNA record and a log of all your past searches. This could lead to some rapid advances in genetic research: for example people with particular genes might search for specific subjects. For example certain genes determine whether a person is a saver or a spender: Google could discover these and many more genes by correlating search terms ("savings accounts" or "credit cards") with DNA. Why do people on here always focus on the negative side? (it's probably in their genes...)
Andrew Montgomery, Manchester, England
I use Google's services and I am aware of its information gathering motives. The internet is rapidly coming under the influence of a few large organizations. The whole idea was to provide greater choice and access to information for online users - not have someone snoop into your business !
Is Google getting too big for its boots ?? We will be saying its time to log on to the Google instead of the internet soon.
David, Swindon, Wiltshire
This is really scary stuff.
Everybody should seriously consider surfing from behind the protection of a proxy. Check out Tor at http://tor.eff.org/ to get details of a really good way of staying anonimous and secure online.
Roger, Sheffield,
A Russian photo-sharing web site recently had an amusing screen dump of someone typing rude Russian words into its new language_tools page. The English translations had been bowdlerised.
Childish, perhaps, but who's to say that more important pieces of text will not also be subtly altered by Google's translation service? In ways that have less to do with primness?
Ian Kemmish, Biggleswade, UK
With this strategy, Google is expanding from virtual personalisation to physical personalisation. Were is the ultimate goal? Will Google now be trying to buy into the NHS databases and index every UK citizens medical records?
Stewart Farquhar, Isle of Bute, UK
We are fast approaching the day when privicy is a luxury for the few. It is essential now that something be done about the potential threat to our liberty. We are becoming more and more dependent on search engines but the abuse of stored information may indeed create fear of their utilization. Until something big happens we should all try to enjoy the last bit of freedom we have before the big bang.
I see that under this column you have a click box *Remember me* I would prefer one that said the opposite!
Gerald Jones, Cardiff, UK
That's scary!
Peter, london,
Be it Google or Yahoo, the Big Brothers of the virtual Internet world ,are prying and spying into the privacy of its users. By holding the databank of their personal info , are we not susceptible to the phenomenon we may call as " electronic voyeurism" The project undertaken by Google to create a vast and mammoth DNA Bank of its users, seems plausible and viable too.... but in case there are some chinks in the armour, and some information and vital data being leaked to some unscruplous elements or hankers, it can create havoc. Hope these Big Brothers will keep some impenetrable tabs on their data cans and lids...to maintain the confidentiality of it.. We are living in a world where deluge of electronic gizmos like spy cams and miniature camcods etc. are prying into the privacy, even taking a peek-a-boo into the bedroom life of the people.With days to come, every person's life will be like an open web book.
Sandy, New Delhi, i