I’d noticed the stories last week about how the Bing Ads platform is integrated into the new Windows 8.1 Smart Search capability, but I didn’t really understand what this means until I ran across a very interesting InfoWorld story from long-time Windows maven Woody Leonhard this morning. It’s entitled “A look at the black underbelly of Windows 8.1 ‘Blue’” and it walks through a whole list of potentially questionable things that MS is doing with the upcoming release to its flagship desktop OS. And despite my own blog post from last week (“Smart Search Provides Big Boost to Win8.1“) I simply had no freakin’ idea that using Smart Search for a purely local survey of what’s on your own PC would lead to sharing of the search strings used with Bing, Google, or whomever you designate as your default search engine, and be followed by a stream of ads to match.
Searching for the latest PDF file for your American Express card statement (*amex*.pdf) will also set you up for a barrage of advertisements.
(Image source: David Pann Bing Ad blog post, with a hypothetical change to the search string)
For the Microsoft take on what’s going on here before Woody started digging into the so-called “black underbelly” parts, see David Pann’s Bing Ads blog post from July 2 “New Search Ad Experiences within Windows 8.1.” In light of Woody’s disclosures some of the language in this innocuous seeming rah-rah marketing post take on a more sinister meaning (all bulleted items that follow are verbatim quotes from the afore-cited blog post):
- “…a number of new ad products, driving significantly higher click volume for our advertisers…”
- “…this journey is our pursuit of making search ever more relevant and engaging for customers…”
- “With one search, consumers can look for information across the web, device, apps, and cloud.”
- “Bing Ads will be an integral part of this new Windows 8.1 Smart Search experience.”
- “…advertisers can connect with consumers across Bing, Yahoo!, and the new Windows search with highly relevant ads for their search queries.”
In retrospect, MS isn’t hiding anything at all, but the complete implications of the preceding statements don’t really register until you stop to think that this means targeted ads follow in the wake of any search, including those conducted purely to locate a document or file on your PC, even if it’s not related to any desire to shop whatsoever. Very interesting, and a potent reminder that every action in the digital world leaves traces that others can collect, analyze, and respond to — whether you want them to or not.