The reach of Google's online empire is hard to overstate. In a sense, the Google search engine is the loom through which the entirety of the public internet is woven. With tools like Gmail, Google Calendar, and Google Docs, the company also handles many of our private online tasks. Using the data generated by these services to target online ads, Google has built a business that generates tens of billions of dollars a year.

Now, with the $500 million purchase of Skybox, a startup that shoots high-res photos and video with low-cost satellites, Google can extend its reach far across the offline world. Thanks to its knack for transforming mass quantities of unstructured data into revenue-generating insights, the unprecedented stream of aerial imagery to which the company is gaining access could spark a whole new category of high-altitude insights into the workings of economies, nations, and nature itself.

But this acquisition will also demand assurances from Google that it will incorporate privacy safeguards into its vast new view of the world. Already Google gets a lot of flack for tracking user behavior online. With Skybox's satellites, Google may gain a window into your everyday life even if you don't use Google at all.

Really Big Data

In his WIRED feature story on Skybox, David Samuels describes some of the stunning ways high-resolution images shot from space are being used to unlock secrets about life on the ground. One company is tracking cars in parking lots to create retail forecasts. Images of pits and slag heaps reveal the productivity of mines. Pictures of property damage from above can tell insurance companies whether a claim is valid.

"Many of the most economically and environmentally significant actions that individuals and businesses carry out every day, from shipping goods to shopping at big-box retail outlets to cutting down trees to turning out our lights at night, register in one way or another on images taken from space," Samuels writes. "So, while Big Data companies scour the Internet and transaction records and other online sources to glean insight into consumer behavior and economic production around the world, an almost entirely untapped source of data–information that companies and governments sometimes try to keep secret–is hanging in the air right above us."

In a statement, Google has said that, in the short term, it plans to use Skybox's satellites to keep Google Maps up to date. And, in the future, the company says, it could use them to help spread internet access to remote areas, something that will help improve the reach of its existing services. But imagine all the other things Google could do turns its artificial intelligence expertise onto a constant stream of images beamed down from above.

One Skybox insider told Samuels that satellite images alone could be used to estimate any country's major economic indicators. Take, for example, this Skybox case study of Saudi oil reserves measured from space. Now consider the insights that could come from marrying that visual data with Google's Knowledge Graph, leveraging all the company's algorithmic might. Google could learn all kinds of new things about the world.

Gold Mine in Uşak, Western Turkey. Photo: Courtesy of Skybox

Military-Industrial Ties

But it could also learn all kinds of new things about you. Skybox can take photos from 500 miles up with a sub-one-meter resolution of the ground below. That isn't likely to sit well with privacy activists who already don't trust Google. What does the right to be forgotten mean when Google can always see you anyway?

Skybox's pedigree likely won't help assuage anyone who likes a good conspiracy theory. According to Samuels, one of the company's co-founders, John Fenwick, had previously worked as as a liaison in Congress for the National Reconnaissance Office, "the ultrasecret spy agency that manages much of America’s most exotic space toys." A major investor had worked as an intelligence officer in the French army, while its CEO held previous jobs that brought him into close contact with the Department of Defense.

That's not to suggest there's anything nefarious about Skybox or its intentions. It's hard to get anything into space without entreé into government and military circles. But Skybox CEO Tom Ingersoll told Samuels that the government is interested in his company's imagery. "In the end," Samuels writes, "the government will likely commandeer some of Skybox’s imaging capabilities under terms similar to those imposed on other vendors." With Google now involved, that begins to sound a lot like the NSA commandeering the internet servers to spy on U.S. citizens.

Skybox or Skynet?

Even if a network of high-powered imaging satellites could give Google the power to track an individual from space, it probably wouldn't. Setting aside any legal or moral constraints, there's just no percentage in it. Monetizable insights of the kind that would interest Google or companies willing to pay Google for access to that data are derived from observing patterns and populations, not individuals. As geeks of all varieties are fond of pointing out, n=1 is a terrible sample size.

If Google finds ways of using these satellites that ends up making users' lives more interesting and convenient, most people are unlikely to object, just like revelations of NSA surveillance haven't exactly dented Gmail's market share. But people may find the idea of Google looking down from the heavens on their physical selves more discomfiting than peering through their browsers at their virtual personas. After all, putting an all-seeing Google eye in space gives a whole new meaning to "do not track."