Google that has stored data over the years seem to be in dire state with the threat of being overridden by rivals with advertising revenue. The leaked internal Google document produced by Wall Street Journal, stated that the firm is developing various tactics to involve sharing user data with advertisers to maximize advertising revenue, whilst staying within the its privacy limits.

The WSJ reported that the "vision statement" was accumulated by Google's senior product manager for internet advertising, Aitan Weinberg, in 2008 and comprises of information that relies on several interviews Google employees on the type of plan of action the firm should implement in order to have an edge over the others.

It is stated that the vision statement is more of a "brainstorming document", which has not been revealed to the senior executives.

Google has kept aloof from exploiting the user data but increasing competition from rivals such as Facebook the user data needs to be sold to maximize advertising revenue.