Adam Fields (weblog)

This blog is largely deprecated, but is being preserved here for historical interest. Check out my index page at for more up to date info. My main trade is technology strategy, process/project management, and performance optimization consulting, with a focus on enterprise and open source CMS and related technologies. More information. I write periodic long pieces here, shorter stuff goes on twitter or


Google has just bought a lot of browsing history of the internet

I pointed out that YouTube was a particularly valuable acquisition to Google because their videos are the most embedded in other pages of any of the online video services. When you embed your own content in someone else’s web page, you get the ability to track who visits that page and when, to the extent that you can identify them. This is how Google Analytics works – there’s a small piece of javascript loaded into the page which is served from one of Google’s servers, and then everytime someone hits that page, they get the IP address, the URL of the referring page, and whatever cookies are stored with the browser for the domain. As I’ve discussed before, this is often more than enough information to uniquely identify a person with pretty high accuracy.

DoubleClick has been doing this for a lot longer than Google has, and they have a lot of history there. In addition to their ad network, Google has also just acquired that entire browsing history, profiles of the browsing of a huge chunk of the web. Google’s privacy policy does not seem to apply to information acquired from sources other than, so they’re probably free to do whatever they want with this profile data.

[Update: In perusing their privacy policy, I noted this: If Google becomes involved in a merger, acquisition, or any form of sale of some or all of its assets, we will provide notice before personal information is transferred and becomes subject to a different privacy policy. This doesn't specify which end of the merger they're on, so maybe this does cover personal information they acquire. I wonder if they're planning on informing everyone included in the DoubleClick database.]

Tags: , , ,

Remember when DoubleClick was pretty universally reviled and sued for privacy violations a few years back?

Oh yeah.

Powered by WordPress