Google has recently expanded its search features to allow users to search for crypto wallet balances across various blockchains, including Bitcoin, Ethereum, Avalanche, Optimism, Polygon, and Fantom. This expansion follows Google’s introduction of Ethereum Name Service (ENS) domain search results, enabling users to check wallet balances using readable domain names. Users can now view token balances categorized by the network and the timestamp of the last update by entering a wallet address. Google has been steadily expanding its crypto-related features since introducing Ethereum wallet balance searches last year, with the latest addition allowing users to search wallet balances across multiple blockchains.
The integration of wallet searches represents a change in Google’s stance towards cryptocurrencies. While the tech giant previously prohibited Bitcoin-related advertisements in 2018, it has recently reversed this policy, allowing Bitcoin exchange-traded fund (ETF) advertisements following their approval in January. Users can now search for three Bitcoin address formats—P2PKH, P2SH, and Bech32—to view current balances and recent transaction updates. This integration of Bitcoin data into search results enhances Google’s accessibility to on-chain activity, leveraging its extensive daily search volume. However, some users have reported that the feature may not consistently appear in search results, and privacy-centric Bitcoin supporters have raised concerns about centralized data aggregation and its potential impact on user privacy.
Google’s new crypto ad policy now allows promotions for recently approved Bitcoin ETFs and Cryptocurrency Coin Trust products. This update enables US marketers to advertise financial products that allow investors to trade shares in trusts holding large pools of digital currency. The timing of this policy change aligns closely with the US Securities and Exchange Commission’s approval of spot Bitcoin ETFs, which enable investors to trade shares in a fund holding Bitcoin as the underlying asset. Google’s advertising network is the largest in the world, with a turnover of over $224 billion in advertising, and this policy change is expected to attract more investors and provide accessible investment options for the general public.
The expansion of Google’s search features to include crypto wallet balances reflects the company’s efforts to cater to the growing interest in cryptocurrencies and blockchain technology. By allowing users to easily track their token balances across multiple blockchains, Google is providing valuable tools for crypto enthusiasts and investors. The integration of Bitcoin data into search results further enhances Google’s accessibility to on-chain activity, although concerns have been raised about potential privacy implications. Overall, Google’s continued expansion into the crypto space signals a significant shift in its approach to digital assets and financial products, opening up new possibilities for users to engage with the world of cryptocurrency.
