Will Barcode-Embedded Ads Work For Google?

To increase the footprint of Google's AdWords service from online advertising to print advertising, the search engine giant is relying on a new implementation of barcode technology. According to the Silicon Alley Insider, Google is placing high expectations on small, square barcodes (as seen in the image at left) to be strategically placed at the bottom of print ads. These barcodes can then be scanned by a reader with a compatible camera phone, which would then instantly direct their phone's browser to the mobile web address encrypted within, corresponding to the related advertisement.

Anyone who has heard of the CueCat, however, knows how unsuccessful a similar attempt was by the now-defunct Digital Convergence Corp. (a former vendor of RadioShack). Using the PS/2 or USB-enabled CueCat (which was literally shaped like a cat), people could scan product UPC/EAN/ISBN barcodes as well as unique “Cue codes” to instantly and directly link to the related web site. Despite having Cue codes placed within ordinary media content and advertisements within high-profile publications such as Forbes, Wired Magazine, and also various daily newspapers nationwide, the technology failed to catch on as expected and eventually disappeared.

The main reason behind the fall of the CueCat dealt with its security issues. Despite having a proprietary format requiring use of Digital Convergence's :CRQ application, the devices were hacked and reverse engineered to be used for unintended purposes since the format was so closely related to Code 128. With a major security breach in late 2000 that exposed the private data of 140,000 of its early adopters, the CueCat was doomed from expanding to a wider audience.

Now, Google's 2D barcode system uses the QR code system, but rather than providing its own device to read the barcodes, Google is relying on compatible devices (primarily camera cell phones). The biggest issue with this, of course, would be convincing cell phone manufacturers to offer this technology within the phones sold through the major U.S. carriers. Could this be a more daunting task than that of CueCat 9 years ago? Also, will personal information be shared, and if so, is QR code more secure than the proprietary CueCat code of the past?

If anyone can make a new advertising method work in today's day and age, Google can, but they must also be certain to avoid or workaround the security issues that Digital Convergence previously ran into.

Nokia already has a Mobile code-dedicated site, which also allows anyone to create their own code that can contain a message, your phone number, or a link to a website. In addition, the Kaywa Reader for mobile phones adds QR-code reading capabilities to supported camera phones.