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Google is in the business of collecting personal data in order to provide consumers with value (see: advertising).

Double click is in the business of collecting user data in order to provide consumers with advertising (see: “value”).

The marriage between these two companies seems to be more and more likely as days go by and the Electronic Privacy Information Center just isn’t having it. A coalition of privacy groups lead by the EPIC is going before the Federal Trade Commission to try to force Google to release the data that it collects on its users publicly, and give users the the option of removing it.

Concerns

The merger of DoubleClick, an advertising network, and Google would produce one of the largest stores of consumer data in the history of well…collecting consumer data. Privacy advocates are up in arms about the possible abuses of this information should Google, or any of its hanger ons, fall asleep at the wheel.

As described in SFGate, some of the coalitions include, “…prohibiting Google from retaining user data for longer than necessary, barring it from selling user data and requiring the company to keep the data it collects separate from that of DoubleClick, which tracks user behavior over Web sites where it places ads.”

Google’s Rebuttal

Google makes a pretty clear case as to why it collects consumer data, some of its reasons include:

Maintain security and prevent fraud and abuse

Data protection laws around the world require Internet companies to maintain adequate security measures to protect the personal data of their users. Immediate deletion of IP addresses from our logs would make our systems more vulnerable to security attacks, putting the personal data of our users at greater risk.

That’s right, it’s the law. For organizations like Google that push masses of data through their servers, they need a way to separate out some of the noise. Tracking IP address’ allow them to act more quickly in case of security breaches.

Comply with legal obligations to retain data

For example, Google may be subject to the EU Data Retention Directive, which was passed last year, in the wake of the Madrid and London terrorist bombings, to help law enforcement in the investigation and prosecution of “serious crime”. The Directive requires all EU Member States to pass data retention laws by 2009 with retention for periods between 6 and 24 months.

Unfortunately, the truth is that Google has to retain certain pieces of personal information just to cover their legal trail. It would otherwise leave them open to all sorts of litigation, should the internet dissolve in on itself and someone need to be held accountable for it. Which, when you write for How To long enough you know is bound to happen.

Web 2.0 Roundup

Only time will tell who will win this case, but as Google continues to collect and allow us to share more and more of our information it is only a matter of time before some legal body steps in to set a precedent as it pertains to online privacy. Now the result of that battle, will be truly interesting to see.