The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power Highlight

the behavioral value reinvestment cycle was rapidly and secretly subordinated to a larger and more complex undertaking. The raw materials that had been solely used to improve the quality of search results would now also be put to use in the service of targeting advertising to individual users. Some data would continue to be applied to service improvement, but the growing stores of collateral signals would be repurposed to improve the profitability of ads for both Google and its advertisers.