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One in Five Google Searches Leverage Personal Data

by Terrence O'Brien on March 4, 2010 at 01:30 PM

Google software engineer Bryan Horling told those gathered for the SMX West conference that as many as one in five Google search results are customized for the user -- based on his or her location, history and contacts. Google has customized searches based on country of origin for some time, and has also offered unique results to those who allow Google access to their browsing history. But, in his talk, Horling revealed a new -- and more troubling -- tweak to the service.

Apparently, Google now uses IP addresses to pinpoint specific users' cities and towns, and gives higher priority to local results. The company now also uses cookies to track browsing habits in order to sort results based on a user's perceived interests -- even if users aren't logged into a Google account. What's worse, users must choose to opt out of the program, rather than choose to opt in.

We're in favor of individually tailored search results, but we wish Google were a little more forthcoming about collecting and leveraging our data. Most of all, any behavior-tracking or data-mining functions should be opt-in affairs. It's good that Google is utilizing user IP addresses to enhance its services, but we're bothered by the fact that millions of people could be searching Google without having any idea that the company is keeping tabs on their browser histories. [From: The Register, via: Wall Street Journal]

Tags: BryanHorling, google, privacy, search, searchengines, SmxWest, top

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