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Random Thoughts on Double-Click Aquisition

Posted by kiwiscanfly on May 2, 2007

The following was posted in by RandomThoughts on May 1st, 2007 @ 12:01pm.

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A big story that kind of has been buried though is the fundamental shift over at Google. Google has up until now, always kept consumers privacy and past history out of its product scope. Their position was that by utilizing prior history or cookies, would be an infringement on its users privacy. The recent purchase of DCLK and other announcements made by Google, support that now Google will begin utilizing Behavioral targeting tactics to increase its relevancy. This is a huge shift in its culture for the one time “do good, don’t do evil” behemoth.

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My two cents is that I don’t think there really was a “fundamental shift” Google had been storing massive amounts on their users for years! Have a look at your Google Search History, or cast your mind back to years ago when Page Rank was added to the Google toolbar; Double-Clicks tactics are not really that different. Storing and analysing information on your customers to create good search results is not necessarily evil, if it is then shouldn’t we be casting evil stares to certain supermarkets for their use of swipe card tracking systems. Most of their customers don’t know how their information is being used when they swipe for specials they should be getting anyway.


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