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Report: Google Working On Web-Data Exchange

4:39 pm on Jul 11, 2011 (gmt 0)

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Report: Google Working On Web-Data Exchange [adage.com]
Wall Street-like exchanges have revolutionized online advertising, but Google is taking the concept further, quietly building one for buying and selling data, the lifeblood of online advertising.

The exchange, known internally by the acronym "DDP," is an attempt to create a liquid market for the data used to target display advertising, and it's the latest move in Google's attempt to build out the infrastructure that powers digital ads. Executives familiar with Google's plans have described the initiative as one of the most ambitious in Google's march to become a brand advertising giant.

Google declined to comment on the specifics or offer a timetable for a data-exchange product, though executives briefed on their plans believe it is perhaps weeks away from rolling out at least some of its functionality.

4:51 pm on July 11, 2011 (gmt 0)

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It's not going to take much more rope before the inevitable.

Unfortunately the backlash from the public, when it comes, is going to affect all of us.
7:34 pm on July 11, 2011 (gmt 0)

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I am really hoping for some backlash from the FTC.

If this doesn't liven up the scheduled FTC hearings, and get the attention of the DOJ, I don't know what will.

In my most wishful thinking, after the hearing the FTC will hand of the investigation for action to the DOJ.

This should prime the pump, if it isn't already, for an in-depth investigation of potential Sherman Anti-Trust Act violations.

Two popular reads on the Sherman Anti-Trust Act:
[en.wikipedia.org ]
[answers.com ]

For more serious content on Sherman Antitrust, and IMO, a better read:
[topics.law.cornell.edu ]

And, there's no lack of other serious content on the subject out there.