How Google could kill the internet porn experience

Click… Click… Virus…

Damn it!

It’s a familiar activity for the porn newbie, the occasional download of bad content and the “reboot” necessary to repair the virus damage. Ah, the simple days of just re-installing your operating system and starting over. In the “old days” of internet porn, you could browse freely, clean your cache, delete your history, and it was all just a dream, because everything about your behavior was simply stored on your computer. Hiding your “activity” usually just meant putting a towel at the bottom of the door… It was so easy not to get caught by the wifey, or your roommates… but nowadays… who knows.

With targeting, profile tracking, domain tracking, and now… Google+, it’s just an insane prospect to think how much Google knows about you and what you visit online. With Google+ picking up steam, it’s a no brainer to assume they will be attributing your search behavior, YouTube watching, Plus 1 button pushing, and content rating to your social media accounts. Logged into your profile? Searching the web? Pushing that plus 1 button when you find good sites you don’t want to lose? It’s all going to create a profile about what you like and don’t like.

Here is how it can and most likely IS already working, although I doubt anyone at Google is going to publically reveal the magic, but here are my thoughts. If you are a Google loyalist, and use it for Gmail, Analytics, Adwords, YouTube, Google +, Picasa, Android, Maps (while logged in), and more, then it is likely they can start to build a full user profile around your behavior. With Google products, they are best used if you remain logged into your account, this makes it easy to bounce from one product to the next and easily keep all of your activity running. This prevents from having to log into your calendar, then log into your social network, then log into your YouTube account. Point is, the best possible experience on the web truthfully exists if you can log into your Google account and use as many of their online tools as possible and then cross integrate them so they all work together.

So what would stop Google from using your behavior across all of the different applications to build a profile around your activity? Truthfully, nothing. More importantly (and contrary to all the privacy advocates who opine otherwise), why wouldn’t you want it? Yes, it feels a bit big brother, but honestly, it creates a very tailored experience on the web. This is why the Plus 1 button on Google will be/is so valuable.

Let’s take this example. You search “Denver Bronco News,” and when you see the results, you chose some blogs and local news sites to get your Broncos fix. On the other hand your friend may conduct that same search but prefer to get their news from national sports sites like ABC sports or ESPN. The Plus button is your best chance to tell Google the type of content you love best. So if blogs are your thing, Google is going to take that Plus 1 action into account, save it to your profile, and the next time you search for “Rockies baseball news,” Google will bring you blogs and local news sites as a higher priority than national sports sites, because this is what you told them you like. I wouldn’t be surprised if some of this tracking even occurred without the user selecting the Plus 1 button, but instead simply based on the most commonly selected results.

More importantly, there are other behaviors that you will engage in that won’t require you to take action. For example, if you watch a lot of Kung Fu movies on YouTube, and spend an equal amount of time on Kung Fu websites, it is likely that Google can create a profile around your interests and thus know that you like Kung Fu. This can be done as long as you are logged into your Google accounts and occasionally use features like “favorites,” “ratings,” etc. With this profile in mind, advertisers selling Kung Fu merchandise can more distinctly advertise to you because Google knows this is what you like to do.

In theory, this will be great for advertising and specialized content, because Google will be able to understand what you like, don’t like, and then tailor your search engine results based on YOU. This actually has benefits for you – the consumer – because they will learn what you like to search for and how you like to get your data, and then tailor advertising and responses to be less annoying and more valuable. I know you don’t think you like advertising, but how would you have found that sweet pair of Harry Potter undies without it?  And don’t you like it when your barista knows your name and has your drink in process already? It’s all just shades of personalization.

Targeted and localized advertising is the entire future of Digital marketing and soon television marketing as well. By knowing exactly what your likes and dislikes are, advertising becomes a lot more valuable both to your brands but also to you. Instead of having to make assumptions with targets like, “mostly men over the age of 30 visit sports sites”, we can now actually just say, “target men who visit a lot of sports sites.” This changes the landscape from, advertise where we are most likely to see our audience to, advertise directly to our audience based on their preferences.

So what does that mean for the porn coinsure? Shit… Better start navigating and searching “incognito.” For those of you who are chrome browser users, you’ll understand. But even incognito browsing may not be free of profile analysis from the old Googs. If you’re logged into your account and selecting that Plus 1 button everywhere you go, then you’re creating a profile of your behavior and your likes and dislikes. You’re also sharing that information with the world at large. This could be troublesome if you need to do some home construction and you’re searching for “brad nailer” and Google asks, “didn’t you mean ‘brad nailed her?’” and your wife gets a little curious about that suggestion.

This is powerful and you should be paying attention. Google knows what you’re doing. And when you use Google +, you can surely expect a far superior web browsing and search engine experience. But you may want to log out of your account before you surf the skin. Could mean for a bad profile of your behavior… if you know what I mean.

Google+