Searching for (Unintentional) Supporters of Spyware? Try Google - What Can Google Do?
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In the standard online agreement that Google makes with its AdSense partners, under item four, the company enumerates the parties’ responsibilities. It also states, “Google reserves the right to investigate, at its own discretion, any activity that may violate this Agreement, including but not limited to any use of software applications to access Ads, Links, or Search Results, or any engagement in any activity prohibited by this Agreement.” So Google has the right –- and, I would argue, the responsibility –- to make sure its AdSense partners are behaving ethically.
Sadly, it may not be that simple. Ari Schwartz, interviewed recently about enforcing these kinds of policies, made it sound like a game of whack-a-mole. “It’s basically an ongoing struggle. You get rid of the problem in one place and it sprouts up someplace else.”
Edelman’s take on the matter is different. He said that a number of advertising intermediaries, and even big advertisers, have told him that they can’t track how ads are being shown. “They apparently consider it impossible to track all their ads –- so they think they shouldn’t be blamed if they fail, i.e. if their ads are shown through software installed improperly on users’ PCs. I emphatically disagree. The task is definitely doable. I know because I’ve already done it.”
To its credit, Ask Jeeves began taking action with its partners when it heard of Edelman’s research. It wants users to know about the toolbar download. According to Ask Jeeves spokesperson Colby Zintl, “This is a larger industry issue about the need to improve the disclosure and installation practices. It’s our responsibility, ultimately, to make sure that partners comply with our policies.”
Are you listening, Google?
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