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We get better search results and we see more appropriate advertising when we let Google know who we are.

Google is a consumer brand and people need to be comfortable. If we were just an advertising brand we wouldn't have the same concerns. We've always tried to promote transparency and choice among our users.

We are a consumer company and our success is directly linked to our users trusting us. Therefore we have the same incentive as the user: they want to see relevant advertising so their experience of Google is positive and we want to deliver it.

Google's competitors argue that Google designs its search display to promote Google 'products' like Google Maps, Google Places, and Google Shopping, ahead of competitors like MapQuest, Yelp, and product-search sites.

To get people to switch from Google, you have to offer something twice as better. But the truth is, the world doesn't actually need better-quality search. I think we've got good enough search.

We know that Google Earth and Google Maps have had a tremendous impact on Google traffic, users, brand, adoption, and advertisers. We also know Google News, for example, which we don't monetize, has had a tremendous impact on searches and on query quality. We know those people search more. Because we've measured it.

Google was founded to get information to everybody. A by-product of that strategy is that we invented an advertising business which has provided great economics that allows us to build the servers, hire the employees, create value.

The story of Google is just when everyone concluded that a search engine would never make any money, everyone backed out of it, and Google walked into that vacuum and dominated.

All media owners want to attract advertising revenue. Google is no different.

The reason that Google was such a success is because they were the first ones to take advantage of the self-organizing properties of the web. It's in ecological sustainability. It's in the developmental power of entrepreneurship, the ethical power of democracy.