I made a Fitbit account years ago, even though I don’t wear one. As a user, I got an email on Jan 14, 2021 alerting me that they just sold Fitbit to Google. The email assured me that Google will not try to muscle Fitbit users away from iPhones or iOS. Google has said that it will keep Fitbit data “separate from other Google ad data.” TechCrunch had some more details for me, including how many billions of dollars Fitbit was getting out of this deal.
Is it so bad to see adsbased on your sleep habits? What if you had a bad night and then saw more coffee ads the next day? Seems fine. Is it more “creepy” than seeing an ad for something you just bought?
I don’t actually know much about Google’s data structure. But I can imagine ways that a large tech company could use Fitbit data in a way that users would not like. What if Google knows that you didn’t sleep well this week. Say someone else is using Google search to find a person to recruit for a desirable job in Public Relations. What if predictive models indicate that people who don’t get at least 6.5 hours of sleep per night are low performers? What if you ended up not getting linked up with your dream job, because you weren’t sleeping well one week? This is all speculative. What if Google starts measure how your heart rate responds to viewing various website that you access through Chrome? Have they agreed to not do that as part of the acquisition deal?
In 2018, Tyler sat down with Eric Schmidt, a senior executive of Google. Tyler asked him why Google doesn’t use their massive stores of data to inform investments for a hedge fund. Here was the reply:
SCHMIDT: Well, I’ll give you a more generic answer, which is, from the moment I joined the company, there were many people who said, “Why don’t you take this information and do something that will use it for marketing purposes?”
And the answer is always the same, which is that you need people’s permission to do that, and you can be sure you won’t get that permission, if you follow that reasoning. So we decided that was a pretty bright line. For example, if a tech company that were a consumer company were bundled with a hedge fund, you would have to disclose that it was being used in that context. The people would go crazy.
But the other thing that’s true — and Google was good about this — is we took the position that it was important for us to disclose everything we were doing as well as we could.
I’ll give you a governance argument. In a large company, the employees are independent citizens of humanity, and if they see corruption in your leadership — in other words, if they see you doing things which are inconsistent with the values, you will be criticized.
Schmidt doesn’t deny that Google could take advantage of data in order to become a successful hedge fun. He says that it would look bad, and Google doesn’t want to look bad even to its own employees. Hmmm, right? I don’t bring this up to accuse Google of wrongdoing. It just makes you wonder how things will unfold in the future. One can, at least, see why the acquisition of Fitbit was scrutinized.
I use Google products heavily on my laptop. I don’t have many “smart” devices aside from my smartphone. I wore the Fitbit step tracker for a few days, but I didn’t find the information to be helpful. It’s not like the Fitbit does the dishes for me or drives me to the gym. Get me that smart device and I’ll look at any ads you want.