The Emperor of All Identities

[Commentary] Google has arguably become the Web’s emperor. Its search engine accounts for nearly 80 percent of all Web searches in the United States — and a remarkable 98 percent of searches from mobile devices. In that role, Google is not just an eponymous verb but perhaps the most central conduit of information in the nation — and, indeed, on the planet. No other search engine comes close.

The Federal Trade Commission has spent nearly two years investigating whether Google’s search engine favors the company’s own commercial endeavors over rival offerings, thereby stifling competition. And even now, some analysts believe that the commission might forgo any legal action against the company in exchange for Google’s willingness to make some modest changes in the way it uses certain consumer information. This would be a severe setback for Internet users. It will allow Google to continue to amass unbridled control over data gathering, with grave consequences for privacy and for consumer choice. Its “market” is data by, from and about consumers — you, that is. And in that realm, its role is so dominant as to be overwhelming, and scary. Data is the engine of online markets and has become, indeed, a new asset class.

For now, Google uses the data to sell targeted ads, but who says the company’s use of the data will be restricted to that purpose? Opt out of Google’s data collection? Sure, you can do that — but you’ll also have to delete your Gmail account and leave Google’s ecosystem. With Google’s Android operating system — which is activated in 1.3 million new mobile devices every day, and is used by more people than use Apple’s iPhone — that ecosystem is growing.

[Pamela Jones Harbour is a former commissioner on the Federal Trade Commission]