David Balto | All Articles

David Balto
David Balto
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      David Balto

      David Balto was director of the Bureau of Competition at the Federal Trade Commission and attorney-advisor to the FTC chairman from 1995-2001. He has over 20 years of experience as an antitrust attorney in the private sector, the Antitrust Division of the United States Department of Justice and the Federal Trade Commission. He is nationally known for his expertise in competition policy in high-tech industries.

Google’s integration of social content in search is a good development for consumers

FILE - This Oct. 1, 2011 file photo, shows the Google logo at the Google headquarters in Brussels. (AP Photo/dapd, Virginia Mayo)

In the six months since Google’s public disclosure of its Federal Trade Commission (FTC) antitrust investigation, much of the debate around the issue has been focused on the evolution of search --- how it has changed over the past decade, how information is presented to users and where information comes from. As we all well know, search engines like Google have become incredibly powerful tools and are hardly recognizable from their old format of traditional “10 blue links.” Today, search is smarter and more dynamic --- rich with real-time content, news, images, maps and reviews. Search no longer provides users a simple road map to the Internet --- users utilize search to find answers to questions, and Google, Yahoo! and Bing have all adapted toward this model to stay relevant in a fiercely competitive environment.