“Once again, the privacy protections here are key. We would never allow audiences generated with Google data to leave the Google ecosystem, nor impression level reports based on those media buys,” it said. “Ad tech vendors or agencies could then use these reports and the ability to activate media from them within their own systems. We suggest we require Google-branded, or alternatively white-labeled or otherwise branded by the partner.”
The documents also show that Google at the time was starting to see the need to focus more on what users were doing online and less on where they were doing it. Google said that it wanted to focus on “geo-targeting based on weather/travel searches, not IP address, auto make/model/year, e-commerce product catalogs, user profile/ transaction data, etc.”
Google strategists elaborated on these possibilities as they evaluated efforts by various companies that were luring away Google advertisers.