Google’s 2008 DoubleClick alliance fused search and profile tracking

Evidence

Meanwhile, Google’s alliance in 2008 with online advertising company DoubleClick brought together Google’s mastery of linking search activity to searchers’ interests and DoubleClick’s tracking of individuals based on their unique data profiles. Under Google’s control, the combination of the two approaches greatly increased the information that could be matched with unique individuals. — Nick Couldry & Ulises A. Mejias, The Costs of Connection, 114

Categorization

• XREF: Connects to the surveillance capitalism literature’s account of Google as the paradigmatic data-extraction firm. — connects to: Google uniquely recognized and exploited search data exhaust that rivals ignored — Shoshana Zuboff, The Age of Surveillance Capitalism, 211; Google’s patented user-profiling schema already enumerated behavioral surplus attributes by the early 2000s — Shoshana Zuboff, The Age of Surveillance Capitalism, 1854; Google reimagined search query by-products as a resource for learning — Shoshana Zuboff, The Age of Surveillance Capitalism, 212 (+1 more)

Broader Connections

• Google reimagined search query by-products as a resource for learning #expands (0.80) — Shoshana Zuboff, The Age of Surveillance Capitalism, 212
• Google’s patented user-profiling schema already enumerated behavioral surplus attributes by the early 2000s #expands (0.78) — Shoshana Zuboff, The Age of Surveillance Capitalism, 1854
• Google uniquely recognized and exploited search data exhaust that rivals ignored #expands (0.75) — Shoshana Zuboff, The Age of Surveillance Capitalism, 211
• Google’s early ad-matching patents replaced guesswork with predictive behavioral data #expands (0.75) — Shoshana Zuboff, The Age of Surveillance Capitalism, 245