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The latest move by Google aims to streamline Ethereum transactions and enhance the industry’s visibility.
Google, one of the leading global technology companies based in the United States, is deepening its foothold in the crypto industry by integrating Ethereum Name Service (ENS) into its search engine results.
In a Friday social media post, Brantly Millegan, one of ENS’s core developers who has left the project, discovered that Google has added support for allowing users to view their crypto balances directly in search results.
holy fucking shit google has integrated ENS into its search 🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯🤯 pic.twitter.com/xZt00EdJoq
— brantly.eth (@BrantlyMillegan) March 21, 2024
Google Now Displays ENS Balances
Initially, the San Francisco-based company added support for Ethereum (Ether) balances, allowing users to search for a particular wallet address and view the digital assets on the wallet directly. This functionality was incorporated into Google’s search engine in May last year.
Ten months later, the company tapped Etherscan to add the same functionality to ENS, a domain name service built on the Ethereum ecosystem. The project is designed to provide recognizable domains that can be linked directly to Ethereum wallets.
With the latest integration into Google, users can search for an ENS domain to see the wallet balance of the blockchain address associated with the domain and the address.
However, some members of the Twitter (X) community complained that the new service is unavailable universally. Millegan responded by asking users to try the new feature using a private tab.
“If it’s not working for you, try a private tab (it only works in a private tab for me where I’m not signed in). Looks like it’s only partially rolled out or something. But wow, wow, wow,” he wrote.
A Change of Heart
The latest move by Google aims to streamline Ethereum transactions and enhance the industry’s visibility. The company has been engaging with the emerging economy. In January, the tech giant updated its advertising policy to allow certain crypto products to be advertised on the platform.
The move comes after Google banned all digital asset advertisements for over five years. The company has now had a change of heart and is willing to allow advertisers offering digital assets and coin trusts in America to promote their offerings again on its main search engine.
Through its cloud unit, Google serves as a validator across different blockchains. Earlier this year, Google Cloud announced that it had secured a partnership with Flare network to become its validator and help secure the platform.
Previously, in 2023, the company teamed up with the likes of Polygon (MATIC), XPLA (XPLA), and Celo (CELO) to serve as validators on the networks.
The firm also added data support for more blockchains in the same year, including Avalanche, Arbitrum, Cronos, Ethereum Goerli, Fantom, Near, Optimism, and Polkadot. Already, Google provides data for the Bitcoin blockchain.
