By Alexandra Salerno
Managing Editor
I love new technology as much as the next person, but Google’s newest patent is just plain creepy.
The patent covers technology that could potentially allow the use of targeted advertising based on background noise in phone conversations, or as Google calls it, ‘advertising based on environmental conditions,’ according to a March 22 CIO.com article.
So what kinds of things are included in these environmental conditions? Advertising can be served using an embedded sensor in a device, such as a mobile phone, that detects nearby temperature, humidity, sound and light or air composition, according to the same article.
Basically, if your phone didn’t already know exactly where you are at every moment, it will now. If the technology were to be used, simply bringing your phone to the beach on vacation would allow sensors to detect the temperature and sounds of the ocean. In turn, this could trigger advertisements for things like sunscreen and nearby ice cream parlors.
Combine ‘environmental conditions advertising’ with a phone’s existing GPS technology and the possibilities are endless. You could attend the Spring Concert next month and your phone could detect Breathe Carolina music in the background. Join this with location information and not only could you potentially be bombarded with advertisements for Breathe Carolina merchandise and CDs, but also local restaurants to grab a bite to eat after the concert.
Google released a statement saying, “We file patent applications on a variety of ideas that our employees come up with. Some of those ideas later mature into real products or services — some don’t. Prospective product announcements should not necessarily be inferred from our patent applications.”
Keep in mind, Google applied for the patent back in 2008, according to a March 22 Atlantic article.
Even if Google doesn’t plan on eventually using the technology, it’s all a little too “I, Robot” for me. Although people often remark on the ever-changing nature of privacy in today’s society, the idea Google could possibly eavesdrop on my conversations is more than alarming.
The patent does note an opt-out option and privacy policy settings where a user could specify which and how certain information, gathered by a sensor, would be provided. It’s nice to know the option is there if I need to use it, but frankly I don’t want to need to use it.
If and when Google actually decides to implement this technology, there’s some legal stuff to cover, including 12 states that require everyone recorded to consent to that recording, according to the Atlantic article.
Google may think it’s doing me a service by providing me with tailored advertisements wherever I go, but I’d honestly rather find some nearby restaurant or drug store the old fashioned way and keep my privacy.
Stick to the search engine, Google.
salernak10@bonaventure.edu.
