That’s what one antitrust advocacy firm is claiming with Google’s $700 million acquisition of ITA Software, a company that handles a large chunk of flight data. Google alleges that they’re trying to tailor more relevant search results for consumers. The advocates argue that Google will leverage this data to give customers results that are bought-for by travel agent websites. The acquisition hasn’t been completed, but what it means to Google as an advertising agency is that they’ll be capture a scarily well-rounded profile of those who use their services. It’s no longer about age, sex, email, address, and phone number, but about intended destination and travel budgets. The video below explains that. This explains more about the antitrust consequences.