Google has recently upgraded its search features to allow users to search for cryptocurrency wallet balances across different blockchains. This includes popular cryptocurrencies such as Bitcoin, Ethereum, Avalanche, Optimism, Polygon, and Fantom. Users can simply enter a wallet address and see the token balance categorized by the network and the timestamp of the last update.
This expansion builds on Google’s earlier introduction of Ethereum Name Service (ENS) domain search results, which allows users to check wallet balances using readable domain names like “vitalik.eth” for Ethereum wallet addresses.
Google has been steadily expanding its crypto-related features since introducing Ethereum wallet balance searches last year. In May 2023, Google integrated a feature that enables specific Ethereum wallet addresses to have their Ether (ETH) balances tracked directly within the Google search engine, eliminating the need to visit platforms like Etherscan.
This expansion has been made possible through the Ethereum Name Service (ENS), which provides human-readable domains that can be linked to Ethereum wallets. Users can now search for an ENS domain in Google’s search results, and Google will display the wallet balance associated with the blockchain address linked to that domain, along with the address itself. This information is sourced from Etherscan and reflects the latest state as of the last external transaction.
In addition to Ethereum, Google has expanded its features to include wallet balance searches across multiple blockchains, including Bitcoin, Arbitrum, Avalanche, Optimism, Polygon, and Fantom. The search results show the token balance by network and the time of the last update.
This inclusion of wallet searches represents a change in Google’s approach to cryptocurrencies. While the company previously prohibited Bitcoin-related advertisements in 2018, it has recently reversed this policy and now allows advertisements for Bitcoin exchange-traded funds (ETFs) following their approval in January. Notable ETF products from asset managers now appear in search results.
Users can search for three Bitcoin address formats—P2PKH, P2SH, and Bech32—to view current balances and recent transaction updates. By integrating Bitcoin data into search results, Google enhances its accessibility to on-chain activity, leveraging its extensive daily search volume. However, it’s important to note that this service may not be available to all users universally, as some individuals have reported inconsistent appearances of the feature in search results.
Privacy-conscious Bitcoin supporters have also expressed concerns about centralized data aggregation and its potential impact on user privacy, sparking a broader discussion about the balance between convenience and privacy in the crypto space.
In addition to these search features, Google has also updated its advertising policy to include promotions for approved Bitcoin ETFs and cryptocurrency coin trust products. This change comes after the US Securities and Exchange Commission’s (SEC) approval of spot Bitcoin ETFs in January. This policy update allows US marketers to advertise cryptocurrency coin trust products, which are financial products that enable investors to trade shares in trusts holding large pools of digital currency.
This policy change marks a significant shift in Google’s previous stance on crypto-related ads. In 2018, Google implemented a complete ban on crypto-related ads, including those for crypto exchanges, ICO promotions, and crypto trading advice. However, with this new policy, Google aims to provide more accessible investment options for the general public, leveraging its position as the largest advertising network in the world.
Overall, these updates from Google demonstrate the company’s increasing involvement and support for cryptocurrencies, as it continues to expand its search features and advertising policies in the crypto space.