Googless is a multidisciplinary project, created during a residency at CODE NL-D, that focuses on the issue of big tech monopolies and the power they are able to wield with impunity.

Even though the internet was meant as a free and open space that gave power to the users, it has instead become a brewing ground for lawless practices by big tech companies. One of the most prominent of them, Google, has monopolized access to information, with between 85-90% of all online searches done through their search engine.

But their search engine is not all that constitutes Google's monopoly. From Google Fonts to Youtube embeds and Google Analytics at least 60-70% of the top 10,000 most used websites feature some form of Google Code that enables tracking. Not only does this allow Google to collect vast amounts of data (in secret) to power their giant marketing company but also gives them a huge amount of soft power to shape the internet as they seem fit. This power enables them to effectively control information and undermine free speech and access to information.

For example, ReCAPTCHA, Google’s bot detector, uses the absence of a Google Cookie as sing infer that you’re not human. Hence, putting up an annoying barrier for those who make an effort to protect their privacy when browsing online. Theoretically, with a switch of a button, Google Search could prioritise websites running Google tracking code on their websites and effectively hide many of the most privacy respecting websites from the average consumer.

By revealing these trackers and explaining their role in Google's ecosystem, Googless hopes to influence how we approach our digital rights and to inspire those in charge of protecting them to take a stand against data hoarding and unfair market practices.