Shownotes
What is Google? If your answer is "a search engine," you are so wrong. And you're missing what makes Google so powerful (and dangerous). I'll explain this episode.
Google is an entire ecosystem! It’s not just Search; it’s also YouTube, Gmail, Google Apps, Google Maps, Android OS, Chrome, Google Display Network, and Google Analytics.
Scared? You probably should be. All of this data collection puts Google in a position to understand human intent more than any entity that's ever existed. In fact, in April of 2015, Google told a woman she was pregnant BEFORE SHE KNEW SHE WAS PREGNANT! (Source: Moz). That was 8 years ago...
While Google started as a search engine, it's really an entire ecosystem. In fact, if you combine all of Google's properties, they make up the vast majority of how people spend their time online.
Everything you do within that ecosystem is appended to your user profile within Google to begin understanding who you are demographically and psychographically. This allows Google to begin understanding how you behave. In fact, I posit that Google's unstated intent is to predict human behavior.
0:00 What Google Knows About You Is Absolutely Terrifying
3:25 Google knows where you work, live, and play, whether or not you overspeed
4:47 Google Told Me I’m Pregnant: From Strings to Diagnosis
7:15 Advertisers need to know how Google works to rely on the machine learning
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Transcripts
If something is free, then you are the product.
2
:It's a quote attributed to Richard Serra.
3
:And I think that there's no greater
example of that than Google.
4
:Google is an ecosystem,
is almost entirely free.
5
:Soup to nuts.
6
:Which means that within
Google, you are the product.
7
:Which makes all the sense in the world.
8
:They're selling you to advertisers.
9
:And the more data Google has on you, the
richer the product that they're selling.
10
:The more information that they're able
to append which is, the point of this
11
:video is really understanding Google
as an ecosystem, because you can't
12
:use Google as an advertiser until you
understand Google as an ecosystem.
13
:So if you were to ask somebody off in
the streets, you pull somebody off the
14
:street and say, hey, what is Google?
15
:Their immediate response is going to
say, well, Google is a search engine.
16
:Which is true, kind of.
17
:Google is a search engine.
18
:And if you think of Google as a search
engine, That alone becomes terrifying
19
:when you start to think about what
it is that Google knows about you.
20
:As a search engine, Google knows
things like your semantic index, how
21
:you search, your relative level of
education, what you're afraid of, what
22
:diseases you might have, things that
you're concerned with or worried about.
23
:Google knows your knowledge graph.
24
:Think about that for a moment.
25
:Google knows where you are
ignorant, where you're wrong.
26
:And it does that.
27
:Because everything you've searched
or ever will search is being
28
:appended to your user record.
29
:Even things that you're searching
for in an incognito window.
30
:Google doesn't say it won't
track those things, it just
31
:doesn't show up in your history.
32
:Your search record is being used in
order to identify who you are, what you
33
:do, what you're going to do, and allow
Google's predictive engine to take place.
34
:So that alone, you're like, oh my
goodness, gosh, Big Brother's watching us.
35
:Yes, of course.
36
:But Google's not just search.
37
:That's where this conversation
gets really, really interesting.
38
:Google is also YouTube.
39
:YouTube is the second largest
search engine on the planet.
40
:It's the largest video
repository in existence.
41
:And it's where people go to
a mote to learn, to listen
42
:to music to research things.
43
:So the Google ecosystem
has expanded, many fold.
44
:When you think about the reach
and permeation of YouTube.
45
:And that, again, is being
appended to your record.
46
:Everything you do inside of YouTube,
Google knows your interests.
47
:and you know how you're gonna
vote what it is that you're paying
48
:attention to, how to piss you off.
49
:Google's not just
YouTube, it's also Gmail.
50
:It's the, largest free email utility on
the planet, becoming one of the largest
51
:enterprise utilities on the planet.
52
:Google reads every single email you send
and receive, emails and attachments.
53
:And you might say, well, custom,
I'm safe because I don't use Gmail.
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:You're not safe because you
communicate with people that use Gmail.
55
:Guaranteed.
56
:Which means that Google, by proxy, can
track the things that you're saying, too.
57
:the conversations you're having,
who you're talking to, who you
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:lie to, whether or not you...
59
:What your tax returns look
like, if those have been sent
60
:to you by your CPA recently.
61
:You know, what prescription
medicine you might be taking.
62
:Event invites that you've
received, and RSVP'd to.
63
:But Google's not just Gmail, it's
also the entire Google app suite.
64
:So think like Google Docs, Google
Sheets, Google Presentations, which
65
:I'm actually using for this video.
66
:Google knows everything that you've
ever saved inside a Google Drive.
67
:Google knows that book that you've
been working on, probably has all
68
:your social security information.
69
:Google knows what my children
look like in Google Photos.
70
:It's crazy.
71
:And it's able to track their progress.
72
:Google, my eldest son's name is Sammy.
73
:And Google will show me montages
of Sammy starting from birth
74
:to he is now 8 years old.
75
:And it's able to identify
that it's the same person.
76
:And when I upload photos, it tags
Sammy without me asking Google
77
:to tag Sammy, which is funny.
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:Freaking insane.
79
:It's also Google Maps.
80
:Everybody, regardless of your OS, probably
has Google Maps in their pocket, which
81
:means Google knows where you work, where
you live, where you play, where your
82
:kids go to school, whether or not you
speed, if it takes 30 minutes to get from
83
:point A to point B and you get there in
25 minutes, you get car insurance ads.
84
:Google's also Android, which is the
largest operating system on the planet.
85
:Google knows who you call, who calls
you, who you text, who you ignore,
86
:what apps you download, and you
think, well, I don't use Android.
87
:That's okay.
88
:You communicate with
people who use Android.
89
:So again, by proxy, Google
is also tracking you.
90
:Google's Chrome, which is the largest
browser, With currently 60 percent market
91
:share, according to W3 counter which means
it knows every website that you visit,
92
:what you do on those sites, how frequently
you go to those sites, what you bookmark,
93
:what you cache, what you copy when you're
trying to hide Google's, the Google
94
:display network, which reaches 90 percent
of all internet users on the planet.
95
:65 percent of whom are
reached on a daily basis.
96
:That sources think with Google,
Google is, and this is maybe the
97
:scariest one, Google analytics.
98
:Which is on nearly 90 percent of
all known websites, or it was before
99
:the European Union threw its fit.
100
:And it, which means Google knows
everything that's ever been done,
101
:even behind, firewalls and gates
and logins and to get really...
102
:Google knows who's HIV positive,
who's in Narcotics Anonymous, who's
103
:about to declare bankruptcy, who's
cheating on their spouse, what
104
:kind of pornography you watch.
105
:Google knows everything there is to know
about everything you've ever done online.
106
:Which results in this.
107
:told me I was pregnant before I knew
I was pregnant, based solely on my
108
:search and communication patterns.
109
:This is a case study, public 2015.
110
:From April 2015, this is 8 years
ago, Moore's Law says that machine
111
:computing power doubles every 18
months or something like that.
112
:So what does Google know?
113
:Now, Google can tell you you're
going to do something before
114
:you know you're going to do it.
115
:Obviously.
116
:And advertisers have been doing
this for quite a bit of time.
117
:I remember I used to advertise
with Clear Channel Radio through
118
:another business that I owned.
119
:And they came...
120
:With this big binder of this demographic
information, and they had all of these
121
:catalytic events, and they knew if
you just had a baby, within six months
122
:you were going to buy a new car.
123
:They knew that for a fact.
124
:And it was like this ubiquitous truth,
and they explained, looking at all
125
:the data that they had compiled,
it was, you know, 90 percent of
126
:people who have a baby buy a car.
127
:Those little catalytic events.
128
:Well, that's...
129
:What people have been able to
pull together using observable
130
:data in the human mind.
131
:What does a machine learning mechanism
with incalculable amounts of data on every
132
:human being on the planet, what does it
end up being able to reverse engineer?
133
:from little teeny minute things to, oh,
I know people buy blue light blocking
134
:glasses as soon as they've read this
article or seen this documentary.
135
:Two really big things, too.
136
:I actually know what it would take
to get somebody to get married.
137
:You know, you can take somebody who never
wants to get married, but if they're
138
:exposed to this, have this life event,
do that, and then, participate at this,
139
:that person's going to get married.
140
:And what's interesting to
think about is two tiers.
141
:Number one, Google can track who those
events are happening to, so it knows,
142
:okay, this person's, wasn't accessible
to marriage prior to, is accessible now.
143
:Number two, and this is where things
get really terrifying, what's to
144
:stop them from forcing the event?
145
:What's to stop Google from going,
Well, gosh, you know, we have a
146
:bunch of wedding dresses to sell.
147
:Let's go get more people married.
148
:So I'm going to start encouraging
you to read this article, watch this
149
:documentary, view this thing, join
this club, travel to this place.
150
:And I know that those experiences
in that sequence catalyze, you
151
:know, your biological clock ticking,
and now you want to get married.
152
:Or whatever, by a peloton.
153
:Marriage maybe is a bad example, but
Google knows the path to purchase.
154
:It knows everything that
you're doing online.
155
:It's able to track everything, and
it's able to deliver you information.
156
:any level of analysis.
157
:our ability to be
manipulated is incalculable.
158
:And as an advertiser, the
reason I'm making this video
159
:is you have to know that.
160
:You have to know how Google works in
order to rely on the machine learning.
161
:You have to know how Google works in
order to rely on the machine learning.
162
:Because if you let Google go...
163
:Now, some of this is, you're
like, gosh, why would we use this?
164
:This feels like we're
using the forces of evil.
165
:And that's, some of that's like, it's
like, well, it's a balance of risks.
166
:You know, and maybe even up to you.
167
:Make sure you're using this for good.
168
:You know, this is bad in the wrong
hands, good in the right hands.
169
:But there's no question that we can
target people according to things that
170
:we shouldn't be able to target them.
171
:According to, you can target
people according to their sexual
172
:orientation based on the apps that
they have downloaded on their phone.
173
:It's not right, but a
practical reality right now.
174
:And so, as an advertiser, you need
to know that this is possible, and
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:then you need to know how to use it.
176
:And it also means, very often, you have
to, if we're dealing with, massive
177
:amounts of data, and the larger your
audience, the more data you're dealing
178
:with, you have to give Google the
opportunity to kind of identify the path
179
:to purchase that you're working with.
180
:So.
181
:Anyway, I hope I haven't
scared you too much.
182
:Or maybe it's good that I have, but the
prerequisite to using Google properly
183
:is knowing exactly how it works.
184
:And so that's why I'm shooting this video.
185
:Like, comment, subscribe.
186
:I'll see you tomorrow.
