290 • Big Data Analytics
6. You can make money without doing evil.
Google is a business. e revenue we generate is derived from oer-
ing search technology to companies and from the sale of advertising
displayed on our site and on other sites across the web. Hundreds of
thousands of advertisers worldwide use AdWords to promote their
products; hundreds of thousands of publishers take advantage of
our AdSense program to deliver ads relevant to their site content. To
ensure that we’re ultimately serving all our users (whether they are
advertisers or not), we have a set of guiding principles for our adver-
tising programs and practices:
• We don’t allow ads to be displayed on our results pages unless
they are relevant where they are shown. ...