It is well-documented that Google runs a tight lipped operation. They do not offer data handling procedures or information to anyone, including the Federal Government. People are concerned, and concerned they should be, that Google will abuse their power and use the data to fuel their own consumer research and analyze consumer’s behavior.

DoubleClick withstood the firestorm that the public created when they found out about DoubleClick’s deceptive practice combining personally identifiable information with anonymous user activity. DoubleClick suffered for their mistake with a loss of money (stock price fell from $135 to $83) and a tarnished public image. A quote from DoubleClick CEO Kevin O’Connor: “we all agree on the goals: keep the Internet free while protecting consumer privacy. It is now time for industry, consumers and government to develop a clear set of guidelines that help create a healthy, free Internet while protecting the privacy of all consumers.”

Google is walking a tightrope and they cannot afford to fall. If advertisers and end-users begin to abandon Google, the company will crumble. It is wrong for Google to be this secretive when they are as powerful and dominant in the Internet landscape. Google has already cornered half of the search engine market and continues to expand their reach and marketing mediums. The Internet needs to be cleaned up. Identity theft, personal data leaks, and spam plague the Internet. Google has the most to gain from a cleaner web environment, but only if they open up and show people they are not abusing their power and assure people that their data is secure.