Google is FUBAR

Google announced perhaps the biggest change it has ever made to its massive network of web services: Starting in March, your search and surf habits across all of Google’s products will be combined to form the mother of all behavioral profiles. On March 1, Search will know the contents of your email and the videos you watch on YouTube. If you use Google Docs for work, Search will know which company you work for and which industry you work in. Via Google Reader, Search and YouTube will know what content you like to consume. And of course, the kicker: Google’s ad networks — AdSense, AdWords, DoubleClick — will have full access to all of your search and surf habits from every Google web service.

Just so you understand how big this is, Google is by far the largest web property in the US: 153 million Americans hit the search engine alone in 2011 — the single largest website in the US — with YouTube coming in fifth, with 100 million uniques. This story is repeated all over the world, and in some cases it’s even worse: Google “only” has 65% of the search market in the US, but in many European countries (Germany, France, England, etc.) that figure is closer to 90%. YouTube, likewise, is incredibly popular all over the world. The figures for services like Gmail and Google Docs are harder to come by, but they both have hundreds of millions of worldwide users.

This on its own is fairly shocking, but not all that surprising. Personally, I thought Google already did this — I mean, if your entire company is based on targeted advertising, commingling all of your data makes complete commercial sense. If we mix two other factors into the equation, however, it quickly becomes apparent that Google is FUBAR.


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