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What Google Knows About You Is Absolutely Terrifying
11th September 2023 • The Google Ads Podcast • Solutions 8
00:00:00 00:08:38

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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

Kasim:

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

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Which makes all the sense in the world.

8

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They're selling you to advertisers.

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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?

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:

Their immediate response is going to

say, well, Google is a search engine.

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:

Which is true, kind of.

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Google is a search engine.

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And if you think of Google as a search

engine, That alone becomes terrifying

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when you start to think about what

it is that Google knows about you.

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As a search engine, Google knows

things like your semantic index, how

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you search, your relative level of

education, what you're afraid of, what

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diseases you might have, things that

you're concerned with or worried about.

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Google knows your knowledge graph.

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Think about that for a moment.

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Google knows where you are

ignorant, where you're wrong.

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And it does that.

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Because everything you've searched

or ever will search is being

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appended to your user record.

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Even things that you're searching

for in an incognito window.

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Google doesn't say it won't

track those things, it just

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doesn't show up in your history.

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Your search record is being used in

order to identify who you are, what you

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do, what you're going to do, and allow

Google's predictive engine to take place.

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So that alone, you're like, oh my

goodness, gosh, Big Brother's watching us.

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Yes, of course.

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But Google's not just search.

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That's where this conversation

gets really, really interesting.

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Google is also YouTube.

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YouTube is the second largest

search engine on the planet.

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It's the largest video

repository in existence.

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And it's where people go to

a mote to learn, to listen

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to music to research things.

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So the Google ecosystem

has expanded, many fold.

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When you think about the reach

and permeation of YouTube.

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:

And that, again, is being

appended to your record.

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Everything you do inside of YouTube,

Google knows your interests.

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and you know how you're gonna

vote what it is that you're paying

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attention to, how to piss you off.

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Google's not just

YouTube, it's also Gmail.

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It's the, largest free email utility on

the planet, becoming one of the largest

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enterprise utilities on the planet.

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Google reads every single email you send

and receive, emails and attachments.

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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.

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Guaranteed.

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Which means that Google, by proxy, can

track the things that you're saying, too.

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the conversations you're having,

who you're talking to, who you

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lie to, whether or not you...

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What your tax returns look

like, if those have been sent

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to you by your CPA recently.

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You know, what prescription

medicine you might be taking.

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Event invites that you've

received, and RSVP'd to.

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But Google's not just Gmail, it's

also the entire Google app suite.

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So think like Google Docs, Google

Sheets, Google Presentations, which

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I'm actually using for this video.

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Google knows everything that you've

ever saved inside a Google Drive.

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Google knows that book that you've

been working on, probably has all

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your social security information.

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Google knows what my children

look like in Google Photos.

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It's crazy.

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And it's able to track their progress.

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Google, my eldest son's name is Sammy.

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And Google will show me montages

of Sammy starting from birth

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to he is now 8 years old.

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And it's able to identify

that it's the same person.

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And when I upload photos, it tags

Sammy without me asking Google

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to tag Sammy, which is funny.

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Freaking insane.

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It's also Google Maps.

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Everybody, regardless of your OS, probably

has Google Maps in their pocket, which

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means Google knows where you work, where

you live, where you play, where your

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kids go to school, whether or not you

speed, if it takes 30 minutes to get from

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point A to point B and you get there in

25 minutes, you get car insurance ads.

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Google's also Android, which is the

largest operating system on the planet.

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Google knows who you call, who calls

you, who you text, who you ignore,

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what apps you download, and you

think, well, I don't use Android.

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That's okay.

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You communicate with

people who use Android.

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:

So again, by proxy, Google

is also tracking you.

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Google's Chrome, which is the largest

browser, With currently 60 percent market

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share, according to W3 counter which means

it knows every website that you visit,

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what you do on those sites, how frequently

you go to those sites, what you bookmark,

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what you cache, what you copy when you're

trying to hide Google's, the Google

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display network, which reaches 90 percent

of all internet users on the planet.

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65 percent of whom are

reached on a daily basis.

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That sources think with Google,

Google is, and this is maybe the

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scariest one, Google analytics.

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Which is on nearly 90 percent of

all known websites, or it was before

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the European Union threw its fit.

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And it, which means Google knows

everything that's ever been done,

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even behind, firewalls and gates

and logins and to get really...

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Google knows who's HIV positive,

who's in Narcotics Anonymous, who's

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about to declare bankruptcy, who's

cheating on their spouse, what

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kind of pornography you watch.

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Google knows everything there is to know

about everything you've ever done online.

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Which results in this.

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told me I was pregnant before I knew

I was pregnant, based solely on my

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search and communication patterns.

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This is a case study, public 2015.

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From April 2015, this is 8 years

ago, Moore's Law says that machine

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computing power doubles every 18

months or something like that.

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So what does Google know?

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Now, Google can tell you you're

going to do something before

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you know you're going to do it.

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Obviously.

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And advertisers have been doing

this for quite a bit of time.

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I remember I used to advertise

with Clear Channel Radio through

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another business that I owned.

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And they came...

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With this big binder of this demographic

information, and they had all of these

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catalytic events, and they knew if

you just had a baby, within six months

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you were going to buy a new car.

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They knew that for a fact.

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And it was like this ubiquitous truth,

and they explained, looking at all

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the data that they had compiled,

it was, you know, 90 percent of

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people who have a baby buy a car.

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Those little catalytic events.

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Well, that's...

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What people have been able to

pull together using observable

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data in the human mind.

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What does a machine learning mechanism

with incalculable amounts of data on every

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human being on the planet, what does it

end up being able to reverse engineer?

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from little teeny minute things to, oh,

I know people buy blue light blocking

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glasses as soon as they've read this

article or seen this documentary.

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Two really big things, too.

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I actually know what it would take

to get somebody to get married.

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You know, you can take somebody who never

wants to get married, but if they're

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exposed to this, have this life event,

do that, and then, participate at this,

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that person's going to get married.

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And what's interesting to

think about is two tiers.

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Number one, Google can track who those

events are happening to, so it knows,

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okay, this person's, wasn't accessible

to marriage prior to, is accessible now.

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Number two, and this is where things

get really terrifying, what's to

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stop them from forcing the event?

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What's to stop Google from going,

Well, gosh, you know, we have a

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bunch of wedding dresses to sell.

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Let's go get more people married.

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So I'm going to start encouraging

you to read this article, watch this

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documentary, view this thing, join

this club, travel to this place.

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And I know that those experiences

in that sequence catalyze, you

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know, your biological clock ticking,

and now you want to get married.

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Or whatever, by a peloton.

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Marriage maybe is a bad example, but

Google knows the path to purchase.

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It knows everything that

you're doing online.

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It's able to track everything, and

it's able to deliver you information.

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any level of analysis.

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our ability to be

manipulated is incalculable.

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And as an advertiser, the

reason I'm making this video

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is you have to know that.

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You have to know how Google works in

order to rely on the machine learning.

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You have to know how Google works in

order to rely on the machine learning.

162

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Because if you let Google go...

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Now, some of this is, you're

like, gosh, why would we use this?

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This feels like we're

using the forces of evil.

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And that's, some of that's like, it's

like, well, it's a balance of risks.

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You know, and maybe even up to you.

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Make sure you're using this for good.

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You know, this is bad in the wrong

hands, good in the right hands.

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But there's no question that we can

target people according to things that

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we shouldn't be able to target them.

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According to, you can target

people according to their sexual

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orientation based on the apps that

they have downloaded on their phone.

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It's not right, but a

practical reality right now.

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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.

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And it also means, very often, you have

to, if we're dealing with, massive

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amounts of data, and the larger your

audience, the more data you're dealing

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with, you have to give Google the

opportunity to kind of identify the path

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to purchase that you're working with.

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So.

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Anyway, I hope I haven't

scared you too much.

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Or maybe it's good that I have, but the

prerequisite to using Google properly

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is knowing exactly how it works.

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And so that's why I'm shooting this video.

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Like, comment, subscribe.

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I'll see you tomorrow.

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