Google's decision to create a network of ad partners turned the ad business upside down. Its decision to sunset the ability to edit its AdSense protocolturned it upside down again. Combined, they represent Google taking control of that industry -- all of it.
In recent months Google has begun using encryption by default, it has changed its algorithm to encompass semantic search, and it has incorporated results from its Google+ social network directly into results. It has also, quietly, begun "scraping" more of its own content onto search results -- its own ads for movies, weather and sports data from its own system -- to keep people on Google.com longer.
In short, Larry Page's Google is doing just what Bill Gates' Microsoft did, and just what Steve Jobs' Apple did, seizing software niches others created. You may call that service; competitors will call it theft.
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