#Web 2.0

Back in the Web 2.0 days, RSS and Atom feeds promised a better way to consume content. No more jumping between websites just to catch up on what’s new. You could open a single feed reader and get everything in one clean stream. It felt like the web finally worked for you instead of the other way around.

As the ecosystem grew, new tools appeared around it. One of the biggest was FeedBurner, which Google later acquired. It helped publishers track subscribers, manage feeds, and even monetize them by inserting ads directly into the feed. It was an early version of what we now call native advertising - ads that blended right in with regular content.

After Passport Windows Live ID and the Liberty Alliance Project now comes Google Account Authentication, which opens up the ability to use anyone’s Google Account to perform authentication to a system.

What surprises me in this whole deal is that it seems we are going backwards, back to a “one authentication to rule them all” idea that Microsoft tried to introduce with Passport (errr) Windows Live ID which, as you know, didn’t go quite where they wanted it to be.

Whether it is Gmail, Google Base, Google Video, Google Answers, Froogle, Google Blog Search, Google Book Search, Google Maps and Google Toolbar, Google seems to be conquering the world by offering a lot of services in different and diverse areas.

(You can get a good review of the various Google Services here)

With your Google Account (which is also your Gmail email), Google can also track a person specifically and learn things about what him/her, what he/she searched for, shoped, interest in, etc.