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Google Wants to Read Your Mind

Company's expansion plans depend on personalized advertising

By Ben Worthen,  Newser User

Posted May 23, 2007 7:49 AM CDT

(Newser) – Google wants to know about you—all about you. The company's stated goal of "total information" extends to users' leisure time and even their careers, the Financial Times reports. The ultimate goal is to allow advertisers to target users so precisely that their ads fetch higher rates than more scattershot marketing.

Says the CEO: "The goal is to enable Google users to be able to ask the question such as 'What shall I do tomorrow?' and 'What job shall I take?'" Google's announced purchase of DoubleClick advances that goal but also raises privacy concerns.  The company points out that participation in its personalized search and recently relaunched iGoogle features is voluntary.

Google Inc. CEO Eric Schmidt
Google Inc. CEO Eric Schmidt   (Associated Press)
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Trinity College chemistry professor Henry DePhillips demonstrates how he can analyze a tiny paint sample from a painting using an electron microscope, a spectrometer and a computer in his laboratory on the college's campus in Hartford, Conn., Wednesday, Jan. 31, 2007. After the sample is analyzed, it's exact chemical makeup...
Trinity College chemistry professor Henry DePhillips demonstrates how he can analyze a tiny paint sample from a painting using an electron microscope, a spectrometer and a computer in his laboratory on...   (Associated Press)
Computer screen shows the interactive website AFPBB News, 05...
Computer screen shows the interactive website AFPBB News, 05...   (Getty Images (by Event))
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