Aren’t we lucky to find the quickest route to our friends’ house via the Google Maps application? Or in case that we want to login at an e-commerce site, that we can just login with our Google account? Google is such a massive vendor of software, that we don’t even search for things, but we actually “Google” it. But, are we actually so lucky that we can use their products for free?
Despite the simple answer being yes, I would like to give you some more context on why the answer of no also could be a valid answer. Therefore, we’ll first take a look at the business model that Google utilizes. Have you ever heard of the following statement?
“Google Users – You’re The Product,
Not The Customer” – (Keper, 2013)
This statement refers to the users of Google’s services, who think they consume the product, but in fact it is the other way around, but how exactly?
To understand how that statement refers to the business model of Google, it is important to realize that Google tracks your behavior. This tracking not only happens within their own products like Google Maps, Search and Chrome, but also on your favorite e-commerce sites and even in some applications on your mobile phone. This makes them very powerful with data on what you do, what you see and what you like. See where we are heading to?
By knowing what you do, see and like, Google has much information about you. With this information, they serve you with adverts, tailored to your preferences and interests. These ads are being bought by other firms that want to sell you their products or services. Companies are way more willing to pay if they know their ads are ending up by the people who actually are interested in buying a product.
So now the question is, are we actually lucky to use Google’s products for free? For me personally, I am happy with using Google’s products in exchange for my data. Though, it must be noted that I also make use of browser-extensions and network-level extensions that block third-party-tracking. However, even if I didn’t have these blockers, I think I would still use Google’s product. The very ease and great usability isn’t worth it to stop using the services. Oh, and by the way, what should we use other then Google? Aren’t we “trapped” in it together?
Exactly for that reason, regulations are being made by the governmental institutions. Think of the GDPR, which is already a step in the right direction to protect consumers’ digital rights. My feeling says that these types of regulations will only grow more in presence. For example, some regulations on preventing third party trackers are in the making. However, Google already is working on server-side level tracking. Isn’t it a cat and mouse game after all?
Are you happy to use Google and the other products for free, in exchange for the data you leave? Or are you willing to pay for their services in return that they don’t track you?
References used for this article
Header image extracted from: https://www.intego.com/mac-security-blog/google-tracks-your-movements-can-you-stop-it/
Chandler, N. (2022, August 24). What If There Were No Google? HowStuffWorks. Retrieved 17 September 2022, from https://science.howstuffworks.com/science-vs-myth/what-if/what-if-no-google.htm
India Times. (2020, October 26). Three important numbers that prove Google is ‘everywhere’ in your life. The Times of India. Retrieved 17 September 2022, from https://timesofindia.indiatimes.com/gadgets-news/three-important-numbers-that-prove-google-is-everywhere-in-your-life/articleshow/78867828.cms
Kepes, B. (2013, December 4). Google Users – You’re The Product, Not The Customer. Forbes. Retrieved 17 September 2022, from https://www.forbes.com/sites/benkepes/2013/12/04/google-users-youre-the-product-not-the-customer/?sh=39d2bbff76d6
Lardinois, F. (2014, April 17). Google Analytics Now Lets You Track Web And App Data In A Single View. Retrieved 17 September 2022, from https://techcrunch.com/2014/04/17/google-analytics-now-lets-you-track-web-and-app-data-in-a-single-view/
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