Here we go again: Canada-based P2P company Peermatrix published a press release today touting itself as "the Google of P2P ads". I've previously written about the fact that most forms of P2P advertising are much more like spam than like Google, and Peermatrix is no exception. Here's how the company's product works, taken straight from the press release:

"The software works similarly to Google AdWords, creating ads that match whatever a file sharer is searching for. Say, for example, an advertiser has a video ad for a car named “CarAd.mpg”. If a P2P user searches for “The Fast and the Furious” the PeerMatrix software will return a search result to the user indicating that a video file called “The Fast and the Furious.mpg” is available… regardless of the actual name of the video file."

Of course, that's not at all how Google Adwords works. Peermatrix injects "ads" into search results without telling people that they're in fact downloading an ad. Google on the other hand has always been very clear about separating search results from ads. That's the reason the company came up with that whole don't be evil slogan. From Google's 10 core principles:

"Advertising on Google is always clearly identified as a "Sponsored Link." It is a core value for Google that there be no compromising of the integrity of our results"

And the whole idea of tricking people into downloading files that they don't want by pretending it is something else? That's the worst kind of deceptive SEO, and anyone trying to do the same on Google would get banned in an instant. Here's what Google tells webmasters:

"If an SEO creates deceptive or misleading content on your behalf, (...) your site could be removed entirely from Google's index."

There you have it. Spamming P2P networks does not make you the next Google, no matter how much you'd like to be the next Larry Page.

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