Google doesn't want to stop there, and has recently secured intellectual rights for a new system which will be able to adapt ads based on the weather. Which means: if I am sitting in the park with my mates and suddenly it starts raining, Google will automatically tell me where to find the nearest shop that sells umbrellas.
This news has already caused criticism as it seems clear that Google, unsatisfied with the huge control it already has on our online activities, is aiming at capitalising on our offline lives too. What else shall we expect in the near future? Surely smartphones and other mobile devices that can make communication between online and offline world much more immediate: will Google be able to tell me that I need a shower when my smartphone will detect some sort of unpleasant smell?