In a recent SEC filing, Google admitted that the company had plans to include advertising in all sorts of consumer-grade item categories. As the company expands into new and emerging markets, like wearable computers, driverless cars, and household goods, the possibilities seem endless for Google to interject their ad-based revenue system into the daily lives of average consumers.
Will the addition of adds to previously benign household items be a boon to Google's bottom line or will this spark a consumer revolt against Google's intrusion into more aspects of consumers daily lives? That is the question Google must ask itself as the company moves forward.
The information about Google plans for household ad domination comes from a recent filing in response to a request by the SEC to disclose mobile device revenue. Google normally does not disclose specific revenue categories as separate breakdowns, as other companies like Facebook do, and this has forced the regulatory body to act accordingly. In an effort to explain their dismissal of mobile as a reporting category, Google decided to snarkily respond with "the definition of 'mobile' [continues] to evolve as more and more 'smart' devices gain traction in the market."
In response to the SEC's query, Google has opened up about its plans and vision for the emerging markets. The company believes that it will "be serving ads and other content on refrigerators, car dashboards, thermostats, glasses and watches," and is open to new and emerging "possibilities." Google believes that this idea of expanding ad potential in new and emerging markets is an idea to count on going forward: "Our expectation is that users will be using our services and viewing our ads on an increasingly wide diversity of device in the future."
First and foremost, Google is a company that derives the largest portion of its revenue from ads placed within its products. As of the most recent company filing, Google gained 91% of its revenue from advertising. This puts into perspective exactly why Google is buying and researching the products and services that we hear about.
But as Google buys more robotics companies and refines its driverless cars, we must ask ourselves exactly how much of this technology is being designed and created as a means of advertising? How much of our daily lives are already intertwined within the Google ecosystem and when will too much be too much?